Cooper Tire Gets a Lot of ``Mileage & Grip'' From Its New Campaign
14 March 2000
Cooper Tire Gets a Lot of ``Mileage & Grip'' From Its New Campaign
FINDLAY, Ohio--March 14, 2000--Cooper Tire & Rubber Company . Cooper Tire launches its new national advertising campaign this week. The campaign, featuring Arnold Palmer, is comprised of two 30 second television spots, "A Lot of Mileage" and "A Lot of Grip." With a feel-good, tongue-in-cheek approach, the spots reinforce Cooper Tire's core strategy of providing quality replacement tires at a fair price.The campaign is set to debut March 18-19 on NBC during the Bay Hill Golf Invitational, where Cooper Tire is the Presenting Sponsor for the second consecutive year. A total of five flights on a multitude of national cable and network television programs are scheduled for 2000. Complementing the broadcast, Cooper plans to run full-page, four-color ads in Sports Illustrated. Two of the insertions will have a customized, reader-specific message directing readers to their nearest Cooper tire dealer.
"The new spots expand upon our positioning of the Cooper brand, which is a lot of value for the money," said Patricia Brown, vice president of advertising and communications. "We want to continue supporting our independent tire dealers by building awareness and preference of the Cooper Tire brand."
The campaign takes a humorous approach and was designed to help broaden Cooper's audience appeal. While previous Cooper marketing efforts have been centered around Palmer and golfing, this campaign takes Palmer's name recognition and credibility and communicates Cooper's benefits in an unique, attention-grabbing manner.
"We intend to build brand not only by showing our product on vehicles, but by exemplifying the benefits, like long tread wear and better grip, as well," said Ms. Brown. "Plus Mr. Palmer's credibility and genuine persona help sell the humor."
The campaign was created by Cooper's new agency of record, Fahlgren Advertising & Communications. "When you take an obvious task and turn it on its ear, it becomes fresh," explains John Stertz, executive creative director, Fahlgren. "Most people know that a race car comes into pit row for a tire change. We simply added a slight twist for an unexpected outcome."
The first spot, "A Lot of Mileage," opens with a test car roaring around a track with Mr. Palmer standing in pit lane. The test car screeches into pit lane and the pit crew quickly removes lugnuts from each tire. The pit crew lifts the entire car from the wheels and tires, which remain in place. The car is tossed over the pit wall and a new car is lowered onto the same tires. The tired, reluctant driver gets back in and races back out on the track for several more hours of testing.
The second spot, "A Lot of Grip," opens with Mr. Palmer pulling his SUV into a neighborhood service center to get his tires rotated. The mechanic puts the SUV on the lift and it starts to rise, but the tires won't let go. Sounds of the suspension stretching and the lift straining echo throughout the garage. The noise of the distressed machinery builds as a close-up of one tire shows the concrete beginning to crack. A tremendous BOOM is heard followed by a puff of smoke billowing out. Viewers see that the SUV has now lifted with each tire still gripping a big chunk of concrete floor. The mechanic looks on in disbelief as Mr. Palmer laughs.
"We are extremely proud of the quality of this new campaign. Combined with our multi-brand strategy, we believe we have the right mix for supporting dealers in the North American replacement tire market," concludes Ms. Brown.
Company Description
Cooper Tire & Rubber Company is headquartered in Findlay, Ohio and specializes in the manufacture and marketing of automotive products. Products for Cooper's tire group include automotive, motorcycle and truck tires, inner tubes, tread rubber and equipment. In the automotive group, Cooper is an original equipment supplier of sealing, trim, NVH control and fluid handling systems for the automotive industry in North America, Europe and South America. Other products for this group include rubber and plastic sealing components for the refrigeration industry in North America. Cooper has more than 25,000 employees and 74 manufacturing facilities in thirteen countries. For more information, visit the company's web site at: www.coopertire.com.