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By Trevor Jensen
CHICAGO–Sears Roebuck & Co. is backing its new National Tire
& Battery store chain with a full campaign from Ogilvy & Mather here that uses the tagline ‘We’re everything you want, nothing like you’d expect.’
The NTB chain was formed with the consolidation of 275 National Tire Warehouse and Tire America stores, a process that began in March. The goal is to have 100 more stores by August, and 700 freestanding stores by 2001. It is the first new ‘hard-line’ brand–like its Diehard auto batteries–Sears has launched in 20 years.
The TV, print and radio campaign broke June 1 in 14 markets, including St.
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