Michelin rolls out BF Goodrich brand across Europe

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PARIS--French tire marketer Michelin is launching its BF Goodrich brand across Europe in a bid to capture market share in the region's rapidly growing sport-utility vehicle market.

BF Goodrich tires are marketed in the U.S. as "the original 4X4 tire," a reputation Michelin aims to reinforce through a pan-European advertising campaign through BDDP & Fils, Paris.

The ads, which break in late-March in Germany and the U.K. and inearly April in France and Italy, avoid the performance and endurance-related aspects of traditional tire sector marketing. Instead, the campaign aims to position BF Goodrich as a non-conventional tire that offers off-road enthusiasts maximum freedom and driving plea-sure through the strong grip of its tread.

Print ads prepared for the automotive and general-interest press aim to convince European consumers that the new brand is synonymous with freedom, originality and strong sensations, under the signature slogan: "BF Goodrich. Fun is not a straight line."

Neither Michelin nor agency sources were willing to reveal the cost of the BF Goodrich launch, but noted that it will match up to similar pan-European campaigns rolled out in recent months by rival tire marketers.

Copyright March 2000, Crain Communications Inc.

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