PARIS French tire maker Michelin has launched its BF Goodrich brand across Europe in a bid to capture market share in the rapidly growing sport-utility vehicle market.
BF Goodrich tires are marketed in the USA as 'the original 4x4 tire,' a reputation Michelin aims to reinforce through a pan-European advertising campaign through BDDP & Fils, Paris.
The advertisements broke in late March in Germany and the UK and early April in France and Italy. They have been devised to avoid the performance and endurance-related aspects of traditional tire sector marketing.
Instead, the campaign aims to position BF Goodrich as a tire that offers off-road enthusiasts maximum driving pleasure through its strong grip.
Print advertisements prepared for the automotive and general interest press aim to convince European consumers that the new brand is synonymous with freedom, originality and strong sensations, under the signature slogan: 'BF Goodrich. Fun is not a straight line.'
Neither Michelin nor agency sources were willing to reveal the cost of the BF Goodrich launch, but noted that it will match up to similar pan-European campaigns rolled out in recent months by rival tire marketers.