Under significant competitive pressure from Cooper Tyres, Bridgestone wanted to position their Dueler 4WD tyre as the toughest on the market. Testing showed that the new light truck specification Dueler tyre had greater puncture resistance than competitor’s product.
Consumer insights showed that “toughness” is a key selling point for most 4WD tyre buyers, resulting in a lot of competitor advertising about the extreme locations their product could take you. However, what really counts to consumers in the 4WD category is the ability to get back safely.
Our line... ”Dueler, tough enough to bring you back”.