Michelin launched a $20 million global consumer advertising campaign on October 6. The integrated effort, handled by agency of record TBWA, includes TV, print and online elements, as well as direct mail and point-of-sale materials through its dealer network.
The US portion of the campaign launches October 7. Other regional parts, including in the Asia-Pacific region, Africa, India, the Middle East, China and Europe, launch next year.
The tire-maker said a major impetus for the investment was the competitive marketplace for its products and a need to emphasize its position in that market.
“It’s an extremely competitive market,” said Scott Clark, COO of Michelin Americas Small Tires. “There’s always pressure on premium products to justify their position in the marketplace.”
He added that the company is “taking a more aggressive stance” than in the past.
“It’s the most we’ve ever invested in a campaign in North America,” he explained.
The tire-maker’s campaign theme — “The right tire changes everything” — is intended to convey its products’ advantages, namely fuel efficiency, good braking distance and longevity. It employs the Michelin Man, its brand mascot that has been in use for more than 100 years.
In the spots, the Michelin Man comes to the aid of motorists in trouble, replacing their tires with Michelin brand tires that he pulls from his body. Print ads drive consumers to a Michelin landing page where they can learn about the benefits of Michelin tires.