AKRON-With the creation of two new tires sporting aquachannel technology, it's no wonder this year's Goodyear advertising campaign seeks to link traction with the company name. Launched during the Jan. 30 television coverage of the Super Bowl, Goodyear's 1994 advertising strategy relies heavily on themes created for last year's Aquatred commercials-this time also featuring the new high performance Eagle Aquatred.
This year's spots, slated to appear during major sporting events and late-night programs, were created to tout the wet-weather performance Goodyear believes is its strength over competitors, according to Barry Robbins, vice president of marketing.
One television ad, similar to Aquatred commercials used last year, features Eagle Aquatred-equipped cars pulling water skiers through water.
The second advertisement shows a bucket of water being poured down Aquatred's center channel with hundreds of buckets in the background and claims the tire evacuates 396 gallons of water per mile on rain-slick roads.
Mr. Robbins said the spots will build brand equity.
``Through the messages conveyed by Aquatred and Eagle Aquatred, the Goodyear name becomes synonymous with traction in the minds of consumers,'' he said.
The Eagle Aquatred will be available in April.
The Intrepid, an all-season, wet weather tire targeted at ``price-conscious'' consumers, will be released in June, according to Eric Brown, general manager of passenger tires, who announced the tire at Goodyear's dealer meeting Jan. 26-29.
Although Goodyear does not have plans to include Intrepid in this year's advertising campaign, the company released the two new aquachannel tires in an effort to flood the market with the wet-weather technology it introduced two years ago with the Aquatred, Mr. Brown said.
``We set out to consider each consumer segment's desire for improved wet traction through aquachannel technology,'' he said.