As part of the 70th anniversary of Hercules Tire & Rubber Co., American Tire Distributors Inc. (ATD) is revitalizing both the Hercules and Ironman brands with updated styling, brand positioning and products.
“Our 70th anniversary is the perfect time to update our two core brands to reflect their evolution and reinforce the positioning of each, along with the strength of our product lineup,” says Josh Simpson, senior vice president of proprietary brands for ATD. “Our unique Strongman logo will continue to symbolize the strength and high quality of Hercules’ broad range of products. At the same time, we have rebranded Ironman as part of a renewed emphasis on one of the most popular reliable, affordable tire brands in North America.”
The Ironman icon is changing and so is the tagline — "Tires to Trust." The Hercules Strongman icon has been updated, though the "Ride On Our Strength" tagline remains. Both logos have new colors
The 70th anniversary and rebranding tie into Hercules’ growth plan for 2022 and beyond. The company is launching several new products this year, and will be entering new market segments. The new Hercules TIS UT1 Utility Terrain Vehicle (UTV) tire will be available to consumers in mid-March.
There are two new Ironman products on the way, too: a light truck tire, the Ironman All Country HT, and a commercial truck tire, the Ironman I-Series Gen 2.
“The new Hercules additions are great examples of how we are leveraging our expertise in product development to provide our core dealers with an expanded product portfolio,” Simpson says. “At the same time, we see an opportunity to invest in the Ironman brand to broaden our appeal and reach people who want a simple and smart solution at an affordable price.”
Marketing efforts will focus on positioning the Hercules brand as a "premium value brand" of choice for consumers. Marketing will include sports sponsorships, social media, influencers, business-to-business marketing, Google ads and televised product placements.
For the Ironman brand the approach will focus on time-strapped customers looking for a tire that gets them back on the road quickly via targeted digital ads, social media and search engine optimization.
