Goodyear Tire and Rubber Company: Aquatred campaign

Allison Porter

After many years as the leading tire manufacturer, Goodyear's reputation as "The Gorilla" had faded.

Goodyear Tire and Rubber Company: Aquatred campaign

Allison Porter

Overview

After many years as the leading tire manufacturer, Goodyear's reputation as "The Gorilla" had faded. Stiff competition from foreign companies like Michelin, reduced demand, falling prices, and a failed hostile takeover bid had all contributed to Goodyear's troubles. But, by 1991 Goodyear had also developed an innovative, technologically advanced wet traction tire—the Aquatred. The company asked its long-time advertising agency, J. Walter Thompson in Detroit, to produce a new campaign to launch the tire. The innovative ads, first seen during the Winter Olympics in 1992, helped Goodyear begin to reestablish...

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