Cramer-Krasselt shows “The Difference” with Belle Tire.

Cramer-Krasselt is thrilled to be working with our new partner, Belle Tire. Because Belle Tire is a different sort of tire shop. One that actually, you know, takes care of its customers. One that thinks buying tires shouldn’t feel like buying tires. And one full of amazing employees helping people every day. The more we learned about our new partners, the more we found they weren’t just selling tires. They’re actually out to change the entire tire business. Which makes this the kind of brand story that’s easy to tell – because it’s all true.

We knew that no one really looks forward to buying tires. Which meant we needed to really let people know we’re not an ordinary tire store. We also knew we wanted to bring Belle Tire to life by putting a spotlight on their #1 asset: their employees and the incredible customer service they deliver. Which meant we had to start with employee #1: Tireman. Tireman isn’t just Belle Tire’s logo – he’s their walking talking spokesperson.

So we created a campaign based around fun documentary-style films about what happens at a Belle Tire on a daily basis. And while Tireman is incredible, he’s also just another employee. He puts his pants on one leg at a time like the rest of us. He also sometimes forgets to make the coffee. And can’t figure out why the printer is broken. And gives people the best tire shop experience they’ve ever had. We’re telling the story of the Belle Tire difference, but doing it with the help of a charming, giant tire mascot. And we can’t wait for the world to meet him.