Retail Product Launch
The Challenge:
How do you convey the thrill of a new tire’s capabilities for an audience driven by performance?
Insight:
The instinct to perform at your peak is primal.
For the first time in it’s 100-year history, Goodyear wanted to connect their newest sports tire to a feeling.
They arrived at the Eagle Exhilarate.
We created a campaign that matched the primal thrill that came from feeling the power of performance on every turn.
We invited drivers to unleash their drive.
Unleash Your Drive become more than a product tagline. It was an invitation to our audience to see what these tires could do.
Goodyear liked it so much, they trademarked the line for use in subsequent campaigns.
Product Video
Our retail posters focused on predatory animals in the thrill of the hunt.
Retail Posters
Results
In the first year of it’s launch. Goodyear shipped an estimated 222.6 million units (industry forecast / USTMA summary). (Rubber World Magazine), indicating a very successful launch by industry standards.
By 2022, Goodyear has expanded the line to include 16 additional sizes, showing good faith investment in the line from the initial launch.