TIRE COMPANY TOUTS WARRANTY
By Adnews Staff
Goodyear Canada is preparing to run advertising for a new tire with a limited lifetime warranty, which it put on the market this week. However, the company is not saying exactly when the ads will run. This is being kept secret for competitive reasons, says advertising director Ian MacIntosh, even though the parent company has unveiled its campaign in the U.S. Goodyear Tire & Rubber says it will spend $32 million(US) for the rollout of the Infinitred tire, with TV breaking March 14. The warranty offers free tire replacement if the tread wears out in the first three years, and a 50% discount after that for as long as the purchaser owns the car. In Canada, TV commercials created by J. Walter Thompson's Detroit office will be used, adapted by Due North Communications of Toronto. The Canadian division of the Japanese company Bridgestone/Firestone started print and point-of-sale advertising this week for its Turanza T tire which has the same warranty as Goodyear's Infinitred. Promanad Communications of Toronto created the ads. The Turanza T will be distributed in Canada next month. Goodyear is also launching a campaign in the next few weeks to draw more people to its service centres. Direct mail, newspaper ads and radio spots will be used to promote a scratch-and-win promotion at Goodyear dealers, offering customers have a chance to win rebates on Goodyear products and services. This campaign was created by Due North.