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April 29, 2002 02:00 AM

Cooper ad focus: young consumers

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    Cooper Tire & Rubber Co. has launched a national advertising campaign that highlights consumer confidence in Cooper tires and is aimed at a broader audience.

    The campaign kicked off April 1 in broadcast spots. The TV commercials will run through late fall, according to Ann Oliver, account supervisor at Columbus, Ohio-based Fahlgren Advertising, the firm handling Cooper's account.

    The ads feature the slogan ``Don't Give Up A Thing'' to emphasize the performance and longevity of Cooper's replacement tires as well as consumer confidence in them, the company said. In one broadcast spot, a father and daughter come to terms with their contrasting styles while purchasing tires for the car she will drive. Another commercial centers on a young man's struggle to arrive home during a storm to avoid the consequences of not letting his dog out.

    Meanwhile, the print campaign features a modified road sign on the side of a wet, winding highway to remind drivers that, with Cooper tires, they can ``feel confident without feeling broke.'' Those ads will begin to appear in the June issues of Redbook and Popular Mechanics and will run through November, Ms. Oliver said.

    The broadcast spots will air in four flights on national cable networks, such as FX and Hallmark, in April and will run in support of Cooper's sponsorships of the PGA's Bay Hill Invitational and varsity sports in six collegiate athletic conferences.

    She noted that Cooper hasn't abandoned the older audience it targeted through ads featuring golfing great Arnold Palmer. It's just ``reaching out more'' to young consumers and women. Cooper dealers can still use the Palmer spots in their ads, ``but as part of our new national campaign, we've kind of put (Palmer) on the backburner....,'' Ms. Oliver said.

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