Pirelli: How advertising helped reposition Pirelli

Company was changing from one suffering financial loss and declining market share to one with increased profit and share. 'Gripping Stuff' campaign broke in 1984 utilising the positive aspects of the product, portraying a premium product worth paying more for. Result was increased share of his market successfully capitalising on the current trend for high-performance tyres. Profit was achieved in 1984 for the first time since 1980.