Cooper Tire Europe targets young men

ERJ staff report (BC)

Melksham, UK – Cooper Tire Europe has overhauled its marketing strategy for the territory, looking to increase brand awareness among the 18 to 35-year-old male demographic.

Cooper says it is already acknowledged as “one of the world’s top 4x4 tire makers”, but is launching a sales and marketing strategy for its ultra-high performance (UHP) car ranges in Europe, including a European consumer advertising campaign using the men’s lifestyle magazine FHM.

The plan will complement Cooper’s existing presence in European motorsport, also a crucial “hook” for the targeted UHP market.

Sarah McRoberts, marketing communications manager for Cooper Tire Europe, explained the departure from Cooper’s previous activities, saying: “We identified 18 to 35-year-olds to be our key target audience for performance products. … The decision to advertise with FHM … is part of a wider strategy change. … We’re confident that the adverts, combined with our other planned activities, will have the desired effect.

“Our move to consumer advertising in 2013 is in no way a move away from trade advertising, which continues to be key to our advertising strategy.”