Rejoice, Cooper dealers, rejoice. You're aligned with one of the only tire brands that has an honest to goodness ‘brand message.’ A message that has a good chance at resonating with consumers... ordinary people that are not looking for tires to go drifting or mud bogging on. The marketing team at Cooper has been researching consumer tire buying behavior for years. What they found was consumers continue to be confused and anxious about the whole tire buying process. Despite all the available information, consumers often prefer to ask a trusted friend what to buy. Even after the sale, they have nagging doubts... Did I buy the right tires? Are they safe?
All this pointed Cooper in the direction of a new campaign that features a trusted source of tire advice, call him Uncle Cooper. He’s expert in all things automotive and would never steer you wrong about what tires to buy. The campaign started October 1st with television spots airing on MotorTrend, DIY Network and HGTV, as well as digital and print ads.
Cooper’s Director of Brand Development Jessica Egerton says, “Consumers consistently tell us they need someone they can turn to for straightforward advice on tires. Now through Uncle Cooper, we can offer that advice in an extremely relatable and engaging way. We are telling consumers: You don’t have to be a tire expert because you have an uncle for that.” The tagline at the end of the spot ties into the counter experience where a customer has just been offered a few brands and it’s decision time. Uncle Cooper says: ‘Go with the Coopers.”
To see video of Uncle Cooper giving the straight scoop on Discoverer AT3s click
Now that you’ve heard the back story and seen the first ad, tell me what you think.