Uniroyal launches a new advertising campaign

Tire brand Uniroyal has launched a new advertising campaign in Europe, aimed at highlighting that the offered tires provide an increased level of safety in rainy weather.

"Uniroyal is about technology, safety, affordability, and optimism, and with the new campaign, we want to tell about the character of the brand and strengthen customer trust in our products," said Timo Röbbel, Head of Public Relations at the German branch of Continental.

According to Röbbel, Uniroyal has been owned by Continental for about 45 years (in North America, the rights to the brand are owned by Michelin), and the concern has previously invested significant funds in the development of the brand's lineup and will continue to do so in the future.

The central element of the new campaign is the brand's logo - a red umbrella, which "symbolizes protection from potential threats and the reliability of tires, especially in the rain".

Uniroyal adds that they were the first to develop a "rain tire" and realized that a directed V-shaped tread pattern is the most effective on a wet road. In addition, the company has developed a "biomimetic" technology called Shark Skin Technology, i.e., the surface of the groove bottom is made in the form of shark skin, which accelerates water passage and enhances grip in rainy conditions.