When we had the opportunity to revive an iconic ag brand like Firestone tires, we thought hard about what farmers want and, even more so, what they don't want. Our research told us that farmers don't want to think about tires.
A messaging shift took us from talking about Firestone products to talking about the kind of farmers who use Firestone. We positioned Firestone as a brand that understand how farmers often farm to the extreme, how there's an unspoken competition with their neighbors twice a season: at planting and harvest. Long after the sun's set and a tire blowout stops work for hours, the entire season's success is in jeopardy. This is where Firestone makes the difference. Because when farmers farm hard, they need a tire that will farm hard, too.