Iris has been appointed as Apollo Tyres’s lead brand strategy and creative agency for North America, becoming the company’s agency of record for their premium tire brand Vredestein.
Vredestein, based in the Netherlands, was acquired by Apollo Tyres in 2009, a global $2 billion+ company with presence in over 100 countries and manufacturing in Europe, has a rich 100+ year brand history of producing tires for cars, agricultural and industrial applications, and bicycles. Vredestein car tires have had distribution in colder North America climates to date, but market penetration is expected to increase substantially with new tires custom designed for this market.
Iris’s Atlanta team, who have extensive experience with the high-end auto market with brands like Lamborghini and Bentley, will be working with Apollo to increase brand awareness for the Vredestein suite of premium tires and to refine their digital ecosystem, as well as bolster relations with retailers across North America.
“We are thrilled to partner with Apollo as they navigate the North American market. It’s the perfect fit for Iris given our team’s global experience and passion for retail & automotive. Apollo’s culture and innovation perfectly pair with our agency’s ‘For the forward’ proposition,” shared Elizabeth Hall, managing director of Iris Atlanta.
Abhishek Bisht, global head of new markets & channels at Apollo Tyres, commented: “The brand is on an American journey to become more customer-centric, and we have brought on a North American marketing partner with a global presence to help us speak to and service our customers better as we increase our investment in the US.”
Vredestein will be introducing additional tires made specifically for North America in the coming months, and key markets for the account will be the US and Canada.