COOPER TIRE RETREADS PITCH FOR WOMEN

New Campaign Includes 'Redbook' Buys, Fresh Tag Line

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DETROIT (AdAge.com) -- As it launches its 2002 ad campaign this week, Cooper Tire & Rubber is retreading its pitch to appeal more to women.

The Findley, Ohio, tiremaker will spend an estimated $8 million in measured media this year.

Targeted cable networks
Cooper added targeted networks as part of its all-cable national TV buy to reach more females, said Patricia Brown, vice president of advertising.

The marketer isn't

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backing away from its traditional male consumer, with buys on ESPN and the Weather Channel.

'Don't Give up a thing'
Cooper Fahlgren, Dublin, Ohio, created a new tag, "Don't give up a thing," which replaces the 5-year-old "Drive On."

Print arrives in Redbook and Popular Mechanics in June and continues through the fourth quarter.

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