Kal Tire True Service Campaign

This was a classic rebranding success story. In the early 2000’s I was co-creative director at Vancouver’s Big House Communications. We re-positioned Kal Tire using genuine stories from letters received at their stores. This was before social media was even a recognized phrase. The tagline ‘True Service’ spoke to their service, their technical accuracy (a balanced tire is ‘true’) and the customer stories we documented first hand. This campaign, including billboards, radio, in-store POS and national television, also drove sales significantly.

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