Doner Takes Control of Goodrich

Print Campaign Unifies Tire Pitches to Consumers, Enthusiasts
DETROIT–Michelin North America’s B.F. Goodrich Tires unit is launching a print campaign for a new brand of tire that it claims is “the highest performance street tire on the road.”
The campaign’s tagline, “Take control,” was first introduced in a TV spot aimed at general consumers last summer. It replaces “When you’re ready to get serious,” which was previously used for the auto enthusiast niche, said Greg Gerfen, senior vice president and management supervisor at Doner, Southfield, Mich.,