29 Jul 2010
ERJ staff report (R&PN)
Greenville, South Carolina -- Michelin North America Inc. has launched the third installment of its “The Right Tire Changes Everything†global advertising campaign, focusing on long tread life.
The newest advertising spot features the company's Michelin Man mascot Bibendum in an animated world, where inhabitants face challenges resulting from their failure to use Michelin brand tyres. Bib comes to the aid of these motorists by replacing their tyres with the Michelin HydroEdge, which includes a 90,000-mile warranty.
On average, the HydroEdge lasts up to 33,000 miles longer than competing tyres, Michelin claims, enabling motorists to drive across the U.S. 10 extra times before replacing their tyres.
From Rubber & Plastics News (A Crain publication)
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