Case Study: Product Launch
MAXXIS Tires
Situation
The world’s 10th largest producer of automotive and bicycle tires, Cheng Shin, was known for low prices and high margins in the OEM market. Cheng Shin established American-based MAXXIS Tires to market, distribute and sell premium tires in Europe, Asia and the United States. Unfortunately, MAXXIS met with initial skepticism by distributors, retailers and consumers.
Objectives
- Develop a television campaign for European and Asian markets to reflect the high-quality of MAXXIS Tires
Strategy
- Max2o developed an “American Icon” creative approach to the television commercials featuring images of the Pacific Coast Highway and rugged cowboys to link the new MAXXIS brand to American quality.
- To reduce translation and distribution costs, the television commercials relied on an original soundtrack score and compelling footage rather than voice over.
Results
Sales of MAXXIS Tires increased nearly 15% over the previous year in the markets airing the new television commercials.
View TV commercial here.
