SEBRING, Fla. (March 22)—Cooper Tire & Rubber Co. will increase its ad spending significantly this year to strengthen its Cooper brand as a premium tire.
The enhanced spending starts with a new series of commercials that Cooper hopes will boost its "Don't Give Up A Thing" campaign that debuted in 2002. The ads, created by Fahlgren Inc., "feature humorous vignettes of couples working through relationship issues resulting from disappointments with their hastily chosen tires," Cooper said.
The 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. Cooper did not disclose its spending on the campaign.