American Omni Trading
The Brief
American Omni Trading (AOT), the parent company of eleven tire brands, had long focused on selling to dealers and wholesalers. But two of the brands — Americus and Thunderer — offered an opportunity to speak directly to drivers.
Both sold the exact same tire lineup — products that consistently outperformed expectations for their price point. The task was simple but nuanced: take one tire and build two brands around it, each designed to resonate with a different audience, in different markets, without ever crossing paths.
The Idea
It's not a mistake — but it doesn't quite sound right. That slight twist became the foundation. With a tire lineup that consistently overdelivers for its price, we leaned into both the value and the voice — bringing some much-needed irreverence to a category that rarely allows it.
Ready to Roll (Out) — Trade Campaign
Smarterer debuted in trade publications across the full lineup — evolving visually to preserve existing brand equity while introducing a new voice to the category.
Social
A bite-size budget never stopped anyone from making a name for themselves. As Thunderer continues to get the word out, we found creative ways to introduce the brand to the world — from making drivers smarter about tires, to promoting events, to figuring out what to do with the ideas the client bought but couldn't quite afford to execute. Turns out a TikTok post about rejected ideas is its own kind of idea.
Experiential — The Strongerer Games
Coming to a county fair, tire shop grand opening, or off-roading event near you. Lift, roll, grip, push — win a Strongerer tee. An interactive way to introduce the brand to drivers as Thunderer expands its presence at events.
Merch Drop
Unless they're in a rush.
The Idea
Americus carried built-in appeal in regions where American pride and self-reliance hold real weight. "The Americus Way" became positioning, not a slogan — there's a right way to do business, and it's built on grit, accountability, and delivering more than expected. The product gave it the credibility to back it up.
B2B Trade Campaign
While Thunderer was gaining dealers' attention, so was Americus — in the same trade publications, rolling out through ads for each line of tire.
Smarterer.
Thunderer
The Americus Way.
Americus
Client
American Omni Trading
Category
Automotive / Tires
