Canada's tire dealer Fountain Tire is unveiling its new tagline and brand positioning under agency FCB Canada. The "We're on this Road Together" creative is humorously designed to show how the support we get from our closest friends isn’t useful if you’re having a problem with your car.
Have a look at the creative here.
The new campaign coincides with Fountain Tire’s spring tire promotion, so to spark sales, the tire dealer's strategy includes an integration with Cluep that uses AI to reach people who are posting about tires on social media with relevant tire-related offer messages.
The effort represents a new direction for the tire company. Previously, Fountain Tire’s brand was positioning around the idea of trust with the tagline "Trust. Fountain Tire.”
The new positioning is intended to "deepen the relationship we have with our customers, from being purely price-driven and transactional to being a true partnership," says a spokesperson.