LAS VEGAS (Nov. 3)—Cooper Tire & Rubber Co. unveiled a new corporate logo and two new television commercials during the Specialty Equipment Market Association Show in Las Vegas that reflect the company's shift from a domestic tire producer to a global manufacturer and marketer.
The new logo, which has a more streamlined appearance, is the first redesign of the emblem in 50 years. It retains the oval look of its predecessor, while conveying a modern sense of performance and speed, the company said.
"The new graphic was designed to respect all the good things that Cooper has always been: reliable, consistent, dependable and friendly," Cooper CEO Tom Dattilo said during a press conference on the trade show floor. "At the same time it affirms and emphasizes all that we are today and are working to become: contemporary, smart, fresh, innovative and capable of competing and connecting in new markets and arenas."
The tire maker also debuted two television commercials that will begin airing in the spring of 2006 on a variety of networks. The commercials, called "The Official Tire of Go" and "The Official Tire of the Unpaved," feature a high-energy rock song and black-and-white images. They aim to appeal to a contemporary audience who, in the past, may not have considered Cooper as a choice for high-performance, passenger and light-truck tires, the company said.
Cooper said the ads will break through the clutter of other tire advertising and resonate among all audiences to make the Cooper Tire brand memorable.