ORLANDO, Fla. (March 19, 2004) — Cooper Tire & Rubber Co. is planning a significant increase in ad spending this year to strengthen its Cooper brand as a premium tire.
The ad campaign will center on increased television and print advertising aimed at boosting the company's “Don't Give Up A Thing” tagline, which debuted in 2002. Pat Brown, vice president of advertising, said the new TV ads are designed to be different from usual tire ads in order to break out of the advertising clutter. “We didn't want the traditional car running around a track,” Ms. Brown said.
Cooper made the announcement to the media and a group of its dealers in conjunction with events leading up to the running of the 52nd annual 12 Hours of Sebring sports car endurance race in Sebring, Fla.
The new campaign — which will add an additional tag line message, “Get Everything You Want” — also includes print advertising, a major college football championship and various racing and collegiate sponsorships. Three 30-second TV commercials and seven print ads are planned.
The ads will focus on the “emotional considerations” of buying tires, Cooper said, rather than product features. Ms. Brown said the “revolutionary thing about this campaign is that it recognizes that the average consumer only thinks about tires when they need new ones. But these ads tell consumers that tires should be more than a grudge purchase.
“It's a decision you live with for a long time; they say something about you.”
The campaign is set to debut with TV ads the week of April 5, and are set to run on 10 of the top cable networks in 2004.
Ms. Brown said the Findlay, Ohio-based tire maker expects to reach 71 percent of its target audience compared to the 27-percent reach from its 2003 advertising. The company did not say how much it planned to spend on the new campaign, but acknowledged it represents a larger investment than in past years.
Working with ad agency Fahlgren Inc., Cooper is placing strategic media buys in niche markets, including with ABC and ESPN networks, ESPN Radio, ESPN The Magazine, and ESPN.com. From April to November, print ads will run in a selection of trade and consumer publications, including Time, People, Car and Driver, Motor Trend and Automobile.
Last summer, in an effort to gain a higher motorsports profile, the tire maker signed a five-year agreement with Formula Motorsports Inc. to create the Cooper Tire Championship Series, which this year becomes the new home of the Formula Ford 2000 Zetec racing program.