Cooper Launches New Corporate Identity at SEMA

Cooper is celebrating the premiere of a new look that the company says is designed to embody its “position as a leading tyre brand.” The new look was unveiled at a press conference held at the SEMA exhibition in Las Vegas. “The transformation of our brand reflects our uncompromising commitment to compete with the best in the world as a manufacturer and marketer of great tyres for all consumers, regardless of what they drive, on the road or off. It’s time for our logo to reflect the exciting things we’ve been doing at Cooper, and SEMA is the perfect venue to unveil our new image,” said Tom Dattilo, chairman, president and CEO.

According to the tyre manufacturer, the new logo is a visual representation of what has been going on behind the scenes at Cooper. The new corporate identity is the first time the company has redesigned its logo in more than 50 years. “The new graphic was designed to respect all the good things that Cooper has always been: reliable, consistent, dependable and friendly. At the same time it affirms and emphasises all that we are today and are working to become: contemporary, smart, fresh, innovative, and capable of competing and connecting in new markets and arenas,” Dattilo said.

Out with the old and in with the new

But of course every time a new logo is released there is the laborious task of phasing out the old design in favour of the newest variation. Cooper says it will “spread the word” of its new look in 2006 with a growing emphasis on non-traditional advertising channels and associations in new segments. The company also has plans for “some targeted marketing efforts aimed at cutting through the clutter, building brand fame, and supporting dealer sales.”

Cooper premiered two new TV adverts to coincide with the launch. These will air in the US in the spring of 2006. The ads – “The Official Tire of Go” and “The Official Tire of the Unpaved” – feature high-energy rock music designed to gain attention among a contemporary audience who may not have considered Cooper as an option in the past. The “Don’t Give Up a Thing” tagline will continue to be used throughout the campaign.

Cooper Tire’s position as the exclusive tyre supplier to the A1 Grand Prix, certainly has potential when it comes to raising brand awareness on a global scale. And as Cooper leverages its affiliation with the Formula Drift series and other drifting entities, the new company logo will become a fixture at these increasingly popular events. Cooper’s support of six collegiate conferences exposes it to brand-loyal sports fans nationwide. ESPN college football analyst, Kirk Herbstreit, has helped to raise visibility among this audience by promoting the Cooper Tires Ultimate Bowl Tour nationally on TV, radio and online.

“Cooper Tire has become a performance tyre manufacturer with operations around the world; we are involved in racing; owner of a legendary off-road tyre brand in Mickey Thompson; growing Oliver, the fourth largest retreader in the US; we are making race tyres in the US and have plans to make Avon motorcycle tyres here, as well; all of which support our single company focus – tyres,” Dattilo said.

In the coming year, Cooper plans to enhance its dealer web portal, CooperWorld.net, and will continue to offer its Cooper Advanced Management Program (CAMP).