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The Due North Difference Brought to Life
Goodyear
Star Choice
Kilkenny
Workopolis
Dunlop
Guinness
D.F.C.
Dunlop Tires
Creativity in Everything We Do. Dunlop Tires. Tires are typically sold on the merits of tread pattern, safety or performance. Dunlop is hardly your typical tire. Dunlop is marketed to appeal to the consumer in the way badge products like clothing and luxury goods do -attitudinally rather than rationally. The Dunlop target is 25-39 year old males who are on their way up and have a taste for the finer things in life. They’re trend-setters not trend followers. They like to be the one who discovers the next great brand that everyone must have. With this consumer target in mind Due North created a print and outdoor campaign that captured and mirrored the philosophy of a Dunlop buyer. We then created a Web site to express the brand’s irreverent personality and to speak to the target through a medium they spend a lot of time with -the internet. As a result, Dunlop is now one of the fastest growing tire brands in Canada.
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