Marangoni celebrates its “Italian-ness” in new ad campaign
Marangoni Tyre states it is the only tyre brand to be exclusively manufactured in Italy, and the company is emphasising this fact in a new advertising campaign. The new "A unique journey, 100% made in Italy" campaign highlights the “Italian-ness” of Marangoni Tyre’s passenger car, light commercial vehicle and 4×4 tyres, a range that is conceived designed, tested and made at the company’s plant in Anagni, near Rome, and also produced on Marangoni’s MTM production line in its Rovereto plant.
This Italian flavour is presented as the brand’s added value in the new 2012 campaign, a tangible difference between Marangoni and its competitors. The tyre maker says the campaign is the latest step in its programme to boost the brand’s market positioning, a programme that started several years ago with the aim of conveying its brand image in an innovative manner.
In the 2012 campaign, the concept of “made in Italy” is translated into the idea of a trip: a huge tyre travels across Italy and, being transparent, merges into one with the surrounding landscape. In the first advertisements to be released, the tyre will travel through four of Italy’s best-known locales: the Amalfi Coast, Rome, Tuscany and the Dolomites. Each image features a brief caption presenting the name of the locale. Marangoni says the text in the caption underlines the “uniqueness” of its tyres, which are, it adds, “as distinct as the panoramas of Italy.”
Each ad closes with the slogan Marangoni has used for several years now: conceived, designed, made in Italy, and guaranteed for life by Marangoni.