Home > Encyclopedia of Major Marketing Campaigns > Goodyear Tire and Rubber Company

• AQUATRED Campaign
• The Making of Goodyear's "Jump"
• Further Reading

1144 E. Market St.
Akron
Ohio
44316-001
USA
tel: (330)796-2121
fax: (330)796-2507
website: http://www.goodyear.com

AQUATRED Campaign

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...