Kumho Goes ‘Soft’ With New Ad Campaign

Kumho Tire is betting that its new advertising campaign will help improve its image among consumers in South Korea. Thus far, the company said, the new softer, non-product focused ads have received positive reaction from consumers and the market.

Instead of featuring tyres and fast cars, the new ads – TV and in print – use well-known South Korean celebrities and passages from literature. “It’s a rare and fresh attempt that has never been made before in the Korean tire industry,” said a Kumho spokesman. The voices of popular singer and experienced radio personality Bae Cheol-soo and actress Kim Hye-su can be heard in the advertisements.

Kumho will also use the new format in other promotions.   Tire Review