Edgy New General Tire Ad Campaign Tied To Revitalization of the Brand

CHARLOTTE, NC – (October 30, 2007)  – The relaunch of the General Tire brand is continuing with a forward-thinking new ad campaign that rolled out this past spring.

Tied together with the tagline “The Tire Choice Of…” the series of ads bring an edgier look and feel to the traditional General Tire brand, and are targeted to specific market segments.  For example, an attractive mermaid and a Ninja are featured on ads touting the wet traction and performance characteristics, respectively, of the General Tire Exclaim UHP tire. 

A pair of ads targeted to the company’s Grabber SUV/light truck line feature an extreme, barefooted rock-climber under the tagline, “The tire choice of: Living on the Edge;” while a night-time urban/industrial image backs “The tire choice of: Late Night Rendezvous.”

A fifth legacy ad with the tag, “The tire choice of: The More Things Change, the More They Stay the Same,” is a collage of vintage and new vehicle images, recalling the tire manufacturer’s 90-year history.

“Competition in the tire industry is fierce, so these ads are meant to grab consumers and make them take notice of the revitalized General Tire brand,” said Travis Roffler, General Tire’s Director of Marketing.  “They’re a little bit edgy, a little bit fun, and they literally leap off the page.  Consumers will definitely know that this is an all-new General Tire.”

The signature Mermaid and Ninja characters will be in full force in the company’s display, booth #44027 at this year’s SEMA Show, where they will be signing posters made from the ads.

For more information visit www.generaltire.com. General Tire, part of Continental Tire North America, Inc., (www.continentaltire.com), based in Charlotte, North Carolina, is a group company of Germany-based Continental Corporation, a leading supplier of brake systems, chassis components, vehicle electronics, tires and technical elastomers. In 2007 the corporation realized sales of EUR 14.9 billion (USD 20.2 billion). At present it has a worldwide workforce of about 85,000.