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.

Thunderer had a quirky name and a simple advantage: more tire for less. "Smarterer" celebrated the drivers savvy enough to recognize it, with a self-aware, irreverent voice in a category full of drama. Not just tough, but tougherer. Not just smart, but smarterer.

A small foothold in the off-road world gave the look and feel somewhere real to begin.

Americus — The Idea

The Tire For All Of Us.

Americus had built-in appeal wherever American pride and self-reliance carry real weight. The name already pointed toward big-sky optimism and a true-blue American spirit.

"The Tire for All of Us" was the nut, speaking to both the breadth of the lineup and the belief that there should be an Americus tire for every driver. "That's the Americus Way" was the bolt: grit, accountability and 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

Thunderer Passenger/CUV trade ad Thunderer SUV/Light Truck trade ad Thunderer Special Trailer trade ad

Americus

Americus Passenger/CUV trade ad Americus SUV/Light Truck trade ad Americus Special Trailer trade ad

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 ↗

Out of Home

Look for the signs

As more dealers stock up, more signs stick out.

Thunderer

Thunderer billboard Thunderer in-store pull-up banner

Americus

Americus billboard Americus in-store pull-up banner
Thunderer

Social

Even a tire brand needs a social life.

Once the voice was in place, we kept finding new places to take it. We developed a full catalog of social ideas, from useful tire hacks and category parodies to concepts the original brief never asked for but the brand made possible.

Dumberer Ideas? More like smarterer than the world is ready for ideas.
The Thunderer Hot Air Balloon
Thunderer Tire Rubber Gloves
Thunderbot
The Greaterer Escape Room
Thunderer x Grand Theft Auto
Practical. Reliable. Affordable. Safe. Not the ideas. The tires.
There's a smarterer way to get the most out of your old tires.
Step 1: Pick a used tire. Step 2: Drill a few holes in that sucker.
Step 3: Grab some strong rope. Step 4: Thread it through those holes like you mean it.
Step 5: Make knots. Step 6: Choose your tree.
Step 7: Throw that rope over the tree and make another knot. Step 8: Now get on that bad mudder and fly.
Swingierer. By Thunderer.
There's a smarterer way to get the most out of your old tires.
Step 1: Lift up the tire. Step 2: Set down the tire. Step 3: Repeat until you need to call a car to move.
Thunderer tire dog bed — Reuse & Repurpose Thunderer tire planter — Reuse & Repurpose Thunderer donut shot parody — Category Satire Thunderer leaf shot parody — Category Satire Wet road, staged nowhere — Built for the Elements Rowdierer — Built for the Elements Tougherer — Built for the Elements Steadierer — Built for the Elements

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.

The Strongerer Games poster — Winnerer Takes All
The Strongerer Games Instagram post
Strongerer Games competitor entry card
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.

Days of Thunderer t-shirt
Days of Thunderer spare tire cover
Rest Easierer headrest pillow

Smarterer.

Thunderer

The Tire For All Of Us.

Americus

Client

American Omni Trading

Category

Automotive / Tires

Thunderer Partners

CD/AD: Jon Shkiele
AD: Taylor Chism

Americus Partners

CD/AD: Don Weaver
AD: Taylor Chism