Bettle & Associates, an independent creative agency, has recently led a full makeover for the iconic tyre brand Beaurepaires, transforming it into Advantage Tyre Solutions.
This rebrand unites Beaurepaires’ consumer and Advantage Tyres’ commercial branches, along with the parent import distribution unit, empowering Advantage to offer diverse solutions to a wider New Zealand audience.
Along with new brand work and visual identity, B&A has launched a new campaign which focuses on Advantage’s promise of delivering Real-Life Tyre Solutions to Kiwi drivers.
“This has been a great journey with the Advantage team,” says B&A Managing Director Will Peart. “It’s not every day we have the opportunity to guide a business transformation process from the vision and values to the brand platform; the brand design to the customer experience design; the marketing strategy to the campaign delivery. But when you’re retiring a household name like Beaurepaires and entering a new era for a business that is much more than the retail brand it represented, you want to make sure you’re setting the business up to succeed for the long term.”
“The campaign is only the latest of the many processes and outputs the team have been buried in,” says B&A Creative Director Adam Lurman. “But, other than the 60-plus stores gradually being rebranded, this is the bit that makes it feel real. I’m proud of the team – I don’t think there’s a person in the agency that hasn’t helped bring this to life.”
The Advantage leadership team hopes that the new campaign will encourage Kiwis to think about the importance of their tyres and tyre maintenance, and how getting the right tyres can have a big impact on performance, durability, efficiency and safety.
“Beaurepaires is an Australian-owned brand that has been licensed for use here in New Zealand for our retail tyre services,” says Tyreline Group and Advantage founder Grant Rushbrooke. “But now as we reshape ourselves into a future-focused, customer-oriented business, the time is right for us to define our own destiny, and to bring together a more connected offering.”
“We’re making a big promise to the market. And with the help of the Bettle team, we’ve put a lot in place to put ourselves on the map, and importantly, to make sure we’re going to keep that promise,” he says.
“We know Kiwis have fond memories of Vince Martin and have continued to enjoy great service and guidance over the years,” Rushbrooke says. “But your local stores aren’t going anywhere – we have the same stores, plenty of choice for all budgets, the same friendly faces and the same great advice and expertise. But now we’re committing to a range of customer advantages that will keep them safer for longer, and will ensure that they get the most out of their tyres.”
Bettle&Associates
Credits:
Advantage client lead: Jason Perrett Agency: Bettle & Associates
Media partnership: B&A and D3 Director: Andy Morton
DOP: Rob Marsh
Sound: Ant Nevison / Boxcutter Lighting: Fraser McKay and Matt Kofoed Art: Petelo Vaihu and Grifyyn Vaihu Photography: Mark Hamilton
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