CHARLOTTE, N.C. (June 13) — Continental Tire North America Inc. this month will roll out an advertising campaign aimed at revitalizing its General brand with an "edgier" look and feel, the tire maker said.
The series of ads will promote specific tires or the brand itself by tying the tagline, "The tire choice of:" followed by specific messages. For example, the General Grabber sport-utility vehicle/light truck tire line will be promoted with the saying, "The tire choice of: Living on the edge."
Other ads will highlight the General brand´s heritage as well as the wet traction and performance characteristics of the Exclaim ultra-high-performance tire. The Exclaim ads will feature a mermaid and a ninja promoting those qualities.
The ads are scheduled to begin in consumer automotive publications this month, Conti said.