Bridgestone backs value tyre brand Firestone with twelve-month campaign from Key Parker
Tyre manufacturer Bridgestone is putting renewed marketing support behind its Firestone value brand in the UK, in a bid to increase its share of a mid-market worth an estimated £235m at retail prices.
Wim Belckx, Bridgestone’s marketing manager for Northern Europe, said: “As the world’s largest tyre manufacturer we invest heavily in product development and we believe that we now have the very best performing product in this most competitive of market segments.”
Belckx says that the new marketing push has begun in earnest by “turning up the volume of the emotional elements of the brand”, representing the beginning of a six-figure investment in the brand over the next twelve months.
UK agency Key Parker has been appointed to develop a twelve-month campaign covering all elements of the marketing mix.
Nigel Bromley, client services director at Key Parker, said: “We didn’t change the marque or any core elements, instead we set out to broaden out the design language of the brand through iconography, typography and, crucially, photography. This gives the brand a visual depth and richness which compliments Firestone’s heritage.”
The new look was unveiled at the beginning of October in the form of a major promotional campaign in partnership with key Firestone customers, producing a 21% increase in year-on-year sales.
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