Bridgestone Tires

Bridgestone arrived in the United States in 1967 as a relative unknown. Independent tire retailers soon learned that although it was a quiet brand, its tires were superior to those of Goodyear and Michelin. Over and over, we heard about Bridgestone’s technological innovation and engineering prowess. How could TRG turn this great attribute into a meaningful benefit? Like so: “For drivers who want to get the most out of their cars, it’s Bridgestone or nothing.” Our work under this positioning and tagline garnered us a four-year streak of scoring among the top Super Bowl spots in the USA Today Ad Meter. By the third year of our relationship, Bridgestone had passed Goodyear to become the number one tire manufacturer in North America – a position Goodyear had enjoyed since 1916.