Third Stage of Michelin ‘Right Tire’ Campaign Launched in US

Consumers in the US are being treated to the third offering in Michelin’s “The Right Tire Changes Everything” global advertising campaign. This latest instalment focuses on the importance of long-wearing tyres. As usual, the advertisements feature Bibendum the Michelin Man; this time, Bib appears in an animated world where the inhabitants face the challenges brought on by failing to use Michelin tyres. This US campaign centres on Michelin’s HydroEdge range.

According to Michelin, the HydroEdge last up to 33,000 miles longer than a leading competitor, the Goodyear Assurance. This extra distance, the tyre maker adds, is the equivalent of driving across the US ten times – important in a country where the number of miles driven per years is rising and the average American now drives nearly 13,500 miles per year.

“The third piece of creative in the campaign allows us to reinforce the Michelin brand message by showing yet another way Michelin tyres offer consumers unparalleled performances in the industry,” said Don Byrd, vice president, marketing, Michelin North America. “When you consider a product like HydroEdge lasting up to 33,000 miles longer than a leading competitor, that’s a real advantage we can pass along to the consumer. Our goal is to enable consumers to think about their tyre choices more carefully, so they can choose the best tyre for their individual needs.”

This latest advertising is being introduced in July and will appear on television, in print media and on the web.