Firestone Plans Campaign to Regain Consumer Trust

11 December 2000

Troubled tyre manufacturer Firestone, the US division of Japan’s Bridgestone, is to launch an ad campaign to reassure consumers about the safety of its products

Firestone tyres have been blamed for 148 deaths on the highway, with the company recalling in August 6.5 million tyres, mostly on Ford’s Explorer range.

Amid the ensuing adverse publicity, a huge effort will be required to convince drivers that Firestone tyres are safe. Although the budget for the new campaign has not been disclosed, it is described as a “significant investment” by Shu Ishibashi, president of Firestone's US consumer tire group. The campaign, to be developed by Grey Worldwide in New York, will run on TV and in print.

Firestone is also considering hiring a well-known face to front the ads. One possibility is to have two representatives – one to appeal to men and the other to women, reflecting the rise in female Firestone customers to over 50% of the total.

News source: Wall Street Journal