FINDLAY, Ohio (June 20, 2011)—Cooper Tire & Rubber Co. is trying to differentiate itself with brand message campaign entitled “Life's Road Trips” that connects tires with people and their everyday journeys.
“Through extensive consumer research and analysis, we've established a brand platform that we will continue to build upon year after year connecting replacement tire consumers with our tire dealer customers,” said Hal Gardner, Cooper vice president of marketing communications and market intelligence.
The company message will be communicated through an enhanced website, product microsites, improved dealer merchandising elements and national broadcast media.
Cooper's refreshed website features a global landing page that will use one brand voice for every Cooper Tire region in the world and clearly defines the corporation, its business strategies and product portfolio. A redesigned CooperTire.com treatment for North America features improved content and click-through navigation, for a more user-friendly consumer experience, according to the tire maker.
Cooper said it also will revamp its social media platforms, including Facebook, Twitter and YouTube, along with national support through public relations initiatives.