12 June 2001: A Uniroyal ‘Wet Wet Wet’ outdoor poster campaign is designed to highlight Uniroyal’s image as a tyre specially equipped to deal with wet weather conditions and is a play on the name of the popular eighties band. (Pictured above in front of one of the posters are Tom Donnelly of Donnelly Tyres, Blackrock, Co Dublin; and Geoff McIlwaine, sales manager of Semperit Ireland.)

The campaign has been posted at selected sites in conjunction with local tyre dealers. The billboard campaign complements an earlier busback programme which boasted the tyres capabilities in the rain through the use of relevant song titles such as ‘Singin’ in the rain’, ‘Here comes the rain again’ and ‘I can’t stand the rain’.

The idea of employing song titles in the campaign was used on the foot of recent reseach which reveals that the only opportunity many commuters have to listen to music is driving to work in their cars.

Figures from Met Eireann indicate average rainfall in Ireland has increased by 20% over the past three decades. This highlights the need for tyres suited to wet conditions. A combination of chemical and technical features, alongside innovative tread design, is the key to Uniroyal tyres' expert performance on wet roads.

All Uniroyal tyres feature a new full silica compound, replacing carbon black. This substantially upgrades the wet grip characteristics, and reduces braking distances. It is hoped that this campaign will significantly improve brand awareness at local and national levels and will promote Uniroyal’s competitive advantage, that of superior resistance and durability in wet conditions. BB