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April 04, 2002 01:00 AM

Cooper launches new advertising campaign

Tire Business Staff
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    FINDLAY, Ohio (April 4, 2002)—Cooper Tire & Rubber Co. has launched a national advertising campaign, using slice-of-life scenarios and the slogan “Don't Give Up A Thing” to emphasize performance, confidence and longevity of its replacement tires.

    The print portion of the campaign features a modified road sign on the side of a wet, winding highway, reminding drivers that they can "feel confident without feeling broke." The new print ads will run in selected national consumer publications beginning with the June issues and running into the fall. Redbook and Popular Mechanics are the two publications chosen to reach the target audience.

    The broadcast spots are aimed at a "younger broader audience," the company said. One features a father and daughter coming to terms with their contrasting styles while purchasing tires. Another centers on a young man's struggle to get home during a storm in time to avoid the consequences of not letting his dog out.

    The broadcast spots will run on national cable networks beginning this month.

    Cooper also will sponsor varsity sports and championships in six collegiate athletic conferences. Cooper is the Official Tire of the Southeastern, Big East, Big Ten, Big 12, Mountain West and Pacific-10 Conferences, and provides support for individual sports and conference championship events.

    Those sponsorships are part of Cooper's national sports sponsorship program, which includes associations with the PGA's Bay Hill Invitational and golf legend Arnold Palmer.

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    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

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