NASHVILLE, Tenn. — Bridgestone Americas Inc. has launched a new brand platform — called "What Really Matters" — that focuses on the tire maker's quest for a more sustainable world through its global Bridgestone E8 Commitment.
Bridgestone said the "What Really Matters" platform shifts the company's traditional product performance marketing campaigns to showcase "purpose-driven actions that are improving the way people move, live, work and play."
The company said this campaign aligns with its evolution to a forward-thinking firm that seeks sustainable solutions to shape the future of mobility from a global leader in tires and rubber.
The campaign will launch through multi-channel content, developed by Leo Burnett Worldwide, and will attempted to engage Bridgestone's consumers, customers and stakeholders.
The platform will be introduced first in the U.S., and then expand to additional countries throughout the Americas.
Sara Correa, chief marketing officer, Bridgestone Americas, said the campaign goes beyond what the company makes and sells.
"This is a new behavioral platform that will emphasize what really matters to us as a company and those we serve," she said.
"In highlighting the collective actions we are already taking today across our company, we will demonstrate how we are delivering on our Bridgestone E8 Commitment and making positive, long-term impacts on society for future generations."
Mikal Pittman, creative director for Leo Burnett, said the "platform is designed to bring Bridgestone's core belief of helping society to the heart of its advertising, and it expands our ability to tell the brand story in more impactful ways. There's a ton of good happening at Bridgestone and we're excited to unlock even more creative ways to bring those stories to life."
The What Really Matters campaign will highlights aspects of Bridgestone's product and solutions portfolio, business operations, investments and innovation initiatives including:
- Tire retreading and guayule-derived natural rubber farming that advance sustainable tire operations and material circularity;
- Bridgestone Fleet Care offerings, including Intellitire monitoring and Azuga fleet management solutions, that promote more efficient fleet operations for both large fleets and small businesses;.
- Kodiak Robotics autonomous long-haul trucks that offer learning and integration opportunities for smart vehicle and tire technologies;
- Air-free and lunar rover tires that signify the future of advanced tire technology; and
- High-grip rubber for gloves and handrims of wheelchair athletes, including six-time Paralympian Aaron Pike, to push performance and innovation in adaptive sports.
Nashivlle-based Bridgestone said the platform embodies the Bridgestone E8 Commitment, which outlines eight Bridgestone-like values starting with the letter "E," which the company will seek to create with employees, society, partners and customers to realize a more sustainable world.
