CHAMPION TAKES CAMPAIGN OFF THE BEATEN PATH
By Adnews Staff
Cooper Industries is targeting consumers with 4X4's in its latest campaign for its Champion truck spark plug. Launched recently, the campaign uses print, free-standing inserts and radio to explain why Champion's spark plug is the best plug for trucks, 4X4's and mini-vans. The ad headline says "What to do if you actually take your off roader off the road" and tells 4X4 drivers how to winch, climb a hill, choose the right tire and ford a stream. Other bits of off-road pointers are also included. The theme line of the ads is "No one knows spark plugs like we do." The campaign was created by Ranscombe & Co. of Toronto.
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