Who doesn’t know the Uniroyal tiger? This famous mascot, who gave the name to the Tiger Paw tires that have made the company famous, receives a little facelift for its 50th anniversary.
In fact, rejuvenation is the right term, since the new mascot, named Royal, has lost considerably in age. It is now a baby tiger, wearing a crown and sitting in a tire, which will henceforth serve image to the brand.
But while the tiger is getting younger, Uniroyal did not want to give up the image of the feline that accompanies it since the 60s. Because it was in the middle of this decade that the company launched the range of Tiger Paw tires, using a cartoon tiger in his Uniroyal advertising. The tires also had an excellent showcase since they found themselves under the gleaming and powerful Pontiac GTO.
New tires are coming
Today, the Tiger Paw tire range continues to be an important part of Uniroyal’s portfolio. The new icon was created just before the launch of the most important product in the brand’s history, the Tiger Paw Touring All-Season, which will be offered to consumers in June.
The brand commissioned artist Jared Emerson to reinvent Royal Tiger. And if we wanted to keep the cat, it is that it is strong and cunning, and resistant, what the company wants to apply to its tires too. And if they have decided to opt for a baby tiger, it is to make a wink to families.
The name of the tiger, “Royal”, is also a link with the heritage of the brand. US Royal was the predecessor of Uniroyal and has remained a registered trademark of Uniroyal for decades. Consumers will regularly see Royal in various decors and positions as the brand launches more than 100 sizes of Uniroyal Tiger Paw Touring A / S in 2019.
