New global campaign highlights Nokian Tyres’ winter tire expertise and the Hakkapeliitta 01
Nokian Tyres is launching Own Every Condition, a new global winter tire campaign focused on helping drivers maintain confidence and control as winter weather becomes increasingly variable and unpredictable.
Winter driving rarely involves just one road condition. During a single trip, drivers may encounter dry pavement, rain, standing water, slush, snow and ice, sometimes with little warning. The Own Every Condition campaign highlights how Nokian Tyres develops winter tires to perform across those changing conditions.
The campaign draws on Nokian Tyres’ nearly 100 years of winter tire innovation and its experience developing and testing tires in the demanding Finnish conditions.
“‘Own Every Condition’ is built on a simple insight: Winter is no longer one condition,” said Tiina Frazer, senior vice president of Brand, Marketing and Communications at Nokian Tyres. “From dry roads and rain to slush, snow, ice and sudden weather changes, drivers need confidence and control when conditions change. This campaign demonstrates how our winter tire portfolio helps drivers navigate the unpredictable nature of winter.”
ABOUT THE CAMPAIGN
The Own Every Condition campaign will appear across digital advertising, paid search, social media, video, weather-relevant media, consumer communications and dealer marketing materials.
A modular creative system will allow Nokian Tyres and its retail partners to maintain a consistent global message while campaign content will be tailored to regional weather patterns, pairing local markets with specific winter tire products.
Nokian Tyres retail partners will receive campaign assets for use across digital channels, social media, video, print and point-of-purchase communications.
The campaign will also be supported throughout the winter tire selling season by product education, partnerships and trade communications.
ABOUT THE HAKKAPELIITTA 01
The Nokian Tyres Hakkapeliitta 01 will serve as a hero product in the Own Every Condition campaign.
The Hakkapeliitta 01 gives Nokian Tyres dealers and retail partners an opportunity to connect the company’s winter driving expertise with product education and the specific performance needs of consumers navigating winter roads.
“For nearly a century, we have developed winter tires in some of the world’s most demanding conditions,” Frazer said. “Own Every Condition captures how we help drivers navigate today’s increasingly variable winters with greater confidence, control and peace of mind.”
WHERE YOU CAN FIND NOKIAN TYRES
Consumers can learn more about the entire line-up from Nokian Tyres, explore winter tire options and find a nearby Nokian Tyres retailer at NokianTyres.com.
