GREENVILLE, S.C.-Michelin North America is hoping to ``revitalize'' its Uniroyal brand with a ad campaign launched in mid-May that stresses the tires' durability. ``We have developed a positioning that recognizes (Uniroyal's) heritage as a long-lasting, dependable tire to build Uniroyal Tires' business today,'' said Jim Feeney, president and CEO of Trone Advertising, the new advertising agency for Uniroyal tires.
Research conducted last fall indicated that consumers remember the Uniroyal name, but the TigerPaw icon did not have strong awareness, the agency said. So the new ad campaign focuses specifically on the benefits of the Uniroyal brand, minus the tiger mascot. TigerPaw is not gone, but is on hiatus during this campaign, a Uniroyal spokesman said.
The new campaign includes a 30-second television commercial that notes: ``Tires aren't always the first thing on your mind-until you find that pothole out there with your name on it.''
And the commercial takes that literally-showing a car's driver, Bob, driving over the word ``Bob'' jackhammered into the asphalt of the road to demonstrate the puncture resistance and durability of the car's Uniroyal DuraShield tires.
(Unlike most, this ``pothole'' in Ocala, Fla., was promptly repaired after the shoot.)
The commercial, which ends with a local dealer tag, is available to all Uniroyal dealers and currently is airing in Denver, Detroit, Salt Lake City, Cleveland, Pittsburgh, Philadelphia, Minneapolis, San Jose, Calif., Norfolk, Va., and Tucson, Ariz.
A dealer-oriented print campaign will appear in industry trade publications, and point-of-purchase materials will be available to retailers nationwide, the company said.
The campaign follows the introduction of six new Uniroyal tires over the past three years, with a seventh to be unveiled by year-end, the spokesman said.