Bridgestone - Uni-T Tires
Problem:
How to translate technological breakthroughs to consumer benefits.
Solution:
Leveraged the consumer's primary need for safety.
Supported positioning with simple explanation of the unique tire technology.
CenterBrain Positioning Breakthrough:
A new more stable design for better control.
Results:
· Product launched in 1996.
· Expanded product line completed and launched in 1999.