AKRON—American Car Care Centers Inc. and Best One Tire and Service both plan new roles for their mascots in the coming year.
ACCC's eagle cartoon mascot "Ace" has appeared only in print advertising so far. But Ace will finally take flight, albeit across a small screen, when an animated version of the character appears in a TV commercial to be premiered at the International Tire Expo in Las Vegas.
"We started using him (Ace) this year," said ACCC Marketing Director David Crawford. "He's a big hit with dealers."
Ace appears as an inflatable character for grand openings and special promotions, Mr. Crawford said, and ACCC also has a stuffed "beanie-baby"-type toy version for dealers to give to customers.
Best One's "Screech" is a personified tire cartoon character that also has appeared only in print so far. But Screech now has a voice as Best One's spokesman (spokestire?) on a series of radio commercials presented to Best One's dealers last month.
Best One dealers like radio advertising, said John Miller, Best One director of retail development, because "it can be a lot more tailored to what they want to do."