American Omni Trading

Thunderer & Americus Tires

Role

CD / Writer

Deliverables

B2B/B2C · Brand Campaign · Web · Social · Print · Experiential · Incentives to Buy

The Brief

Turn One Tire Into Two Brands.

Using only their names and value proposition, build two distinct brands from the same over-performing tire, each aimed at different, strategically targeted markets.

Thunderer — The Idea

Smarterer.

With a quirky name that makes you pause and a value proposition that makes you feel smart for choosing it, Thunderer offers something rare: a tire that gives drivers more for less and a voice that's self-aware and irreverent in a category full of drama. That voice shows up as more than a name: not just tough, but tougherer; not just smart, but smarterer, each extra "er" promising more than the category delivers. Though few had heard of Thunderer, it had a small foothold in the off-roading world, equity reflected in the look and feel.

Americus — The Idea

The Tire For All Of Us.

Americus carried built-in appeal where American pride and self-reliance hold real weight, a name that already pointed toward big sky optimism and a true, blue patriotic spirit. "The Tire For All Of Us" was the nut, speaking to both the breadth of the lineup and the brand's philosophy of serving every driver. "That's the Americus Way" was the bolt: grit, accountability, delivering more than expected, with the product to back it up.

Trade Campaign

Before drivers could buy them, dealers had to stock them.

Every dealer already carries a tier-2 or tier-3 line — this wasn't just introducing a new tire, it was making the switch worth it.

Thunderer

Americus

Digital

Their first ever consumer-facing sites.

While dealers thumbed through the trade pubs, drivers got their own destination: Two sites where the voice and values came through on every page.

Thunderer

Visit thundererusa.com ↗

Americus

Visit americustire.com ↗

Social

Even a tire brand needs a social life.

The campaign's adoption on social has been gradual, so we led with Thunderer, building out a full catalogue of ideas — from tutorial-style tire hacks to the client's own rejected concepts turned into content to poking fun at industry advertising practices — ready to spread the word once the brand's ready for a fuller expression.

Experiential — The Strongerer Games

Winnerer takes all.

Thunderer already sponsors mudding and off-road events, including Tough Mudder. It gave them visibility, but not a lot more. As they expand their presence at events, we wanted drivers to not just see Thunderer but feel it.

Strongerer Games keychain bottle opener — win-tier prize

Strongerer Games t-shirt — Smarterer Than The Rest

Incentive to Buy

A little something something for driving smarterer.

The easy move is a coupon or a free installation. We went the other way: merch that carries the brand's personality and keeps Thunderer in view long after the sale.

Client