Michelin

While safety would remain core to our positioning, we realized we could add new life to that long-standing Michelin message by focusing more on the unique innovations behind it.
Whether in the highly secretive R&D labs or the "living lab" of a F1 racetrack, we saw an opportunity to explain how innovations actually make their way to the tires on the family minivan.
By telling these stories, we strengthened our safety claims by linking them to the culture of obsessive innovation that is Michelin.
Both volume and share are tracking strong at +5% over brand plan objectives and brand loyalty is up 18%.