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| Career |
Pirelli
The Marketing Problem: In 1973, Pirelli Tire Company asked Lois to develop a campaign that would boost their sales (Lois and Pitts, 1991, p.209-10). The company had spent millions of dollars over the years in advertising their steelbelted radial tire, yet only 3% of American car owners had ever head of Pirelli. The advertising for Pirelli was no different from that of other competitors: it showed cross sections and rigorous testing with a macho spokesman. Magazines were the preferred media outlet for advertising.
The Big Idea: Lois suggested that Pirelli's campaign should emphasize their Italian origins (Lois and Pitts, 1991, p.210). Stressing the company's Italian personality was consistent with Italy's great racing and car design tradition, two important image assets (Lois and Pitts, 1991, p.210). To reposition the company, the new campaigns used a high fashion model, called Apollonia, with a thick northern Italian accent (Lois and Pitts, 1991, p.210). And unlike Pirelli's competitors, television was the chosen media for the new campaigns (Lois and Pitts, 1991, p.210). Apollonia wore a custom-made dress with Pirelli logos as its design (Lois and Pitts, 1991, p.210). In the Pirelli advertisement shown here, Apollonia argues that Pirelli's steelbelted tires are very appropriate for use during the current gas shortage (Lois and Pitts, 1977, p.308). In making a direct reference to the times, the advertisement is made more relevant to consumers.
| Pirelli Continued... |