Marangoni Unveils Second Ad Campaign

Marangoni has embarked on its second advertising campaign for 2006, continuing the ‘intelligence’ theme which has become synonymous with the brand. The campaign features high quality imagery of ‘intelligent’ animals, with their key abilities reflecting the attributes of the Marangoni Mythos UHP tread pattern.

“The launch of Marangoni’s second ground-breaking ad campaign is a clear sign of our intent in the UK,” commented Marangoni Brand Manager, Greg Graham. “Our activity in the UK, since our partnership agreement with Group Tyre, has been totally focussed on developing brand awareness, while delivering full support for the tyre retail sector. The ‘intelligence’ theme remains the key message, positioning the Marangoni brand as the ‘intelligent choice’ for retailers – due to support and available margins – and for consumers, through premium quality products supported by the Marangoni lifetime warranty.”

The Intelligent Creatures ad campaign launched in the UK in April 2006 with a series of thought-provoking teaser adverts, each with a unique ‘intelligence’ themed strapline. May 2006 witnessed the reveal of the campaign with a tease/reveal combo, featuring the brand new Marangoni UHP tread pattern, Mythos, animated as animals in the Serengeti. The Mythos Intelligent Creatures campaign continues the high frequency and subsequent exposure of the brand throughout industry press, following the hugely successful ‘Intelligent Professionals’ ad campaign.

Mythos was launched in the latter months of 2005 in a number of Y-rated sizes for rims from 17″– 19″. The technologically advanced tread pattern and compound has been developed to specifically target drivers of prestige performance vehicles such as BMW and Mercedes, who demand tyres that generate greater levels of performance, without compromising noise levels and drive comfort.

Concluded Marangoni Global Sales and Marketing Director, Derek Carruthers, “This second high profile Marangoni ad campaign illustrates the level of importance we are placing on the UK market. The executions have been developed in the UK, specifically for the UK, whilst remaining in line with our pan-European marketing activity. The UK market stands out, with consumers who make extremely considered choices on their purchases. Our strategy for the UK is to provide complete sales support to our growing retail network through our trade focussed activity. In addition, we are now implementing consumer communications, with a number of key initiatives with front line consumer publications which will provide a higher visibility and demand for the Marangoni brand in the consumer sector.”