LAS VEGAS—Cooper Tire & Rubber Co. has a new corporate logo and two new television commercials, reflecting the company´s shift from a domestic tire producer to a global manufacturer and marketer.
Cooper unveiled the logo and TV commercials during the Specialty Equipment Market Association Show, held Nov. 1-4 in Las Vegas.
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," Tom Dattilo, Cooper chairman, CEO and president, said during a news 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."
Dattilo said Cooper aims to compete with the best in the world as a manufacturer and marketer of tires for all consumers, while remaining committed to "being the easiest company in the tire industry to do business with."
The company, he said, has evolved from being known primarily as a broadline tire manufacturer to one that also has a growing presence in ultra-high-performance tires.
"We go where the market goes," he said. "The market is going to H (speed-rated tires) and above, so that´s where we´re headed."
Dattilo outlined recent changes that have taken place at Cooper. These include the company´s growing brand awareness in North America and overseas, its involvement in racing, its sole focus on tires and its recent acquisition of a 51-percent stake in Chinese tire maker Shandong Chengshan Tire Co. Ltd.
In short, he said, the Cooper Tire brand "is different from and better than what consumers, our dealers and our own people have known."
It´s time "for our logo to reflect the exciting things we´ve been doing at Cooper, and SEMA is the perfect venue to unveil our new image," he said.
The company said it will phase out the old logo by year-end 2006. It will continue to use the tagline "Don´t give up a thing."
The tire maker also debuted two television commercials that will begin airing in the spring on a variety of networks.
Dubbed "The Official Tire of Go" and "The Official Tire of the Un-paved," the ads feature a song by the alternative rock group Jane´s Addiction and black-and-white images. They aim to appeal to a contemporary audience that, 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 are designed to stand out among other tire advertising and resonate among all audiences.
"Not only do these spots rock," Dattilo said, "but they will also help us achieve our goals: influence the Gen Y tire buyers and potential buyers, break through the clutter in today´s TV, resonate among all audiences, all ages and make the Cooper name memorable for consumers. We think these spots will launch a new image for our company and our brand."