Cooper Tire, a global leader in replacement tires, has recently launched “Cooper Angels,” a new campaign in China. Just like the stars of Charlie's Angels, the three beautiful Cooper Angels are tasked with a big mission.

Dream, Karena and Karen from Cooper Tire are helping expand service and support through second- and third-tier cities in China. The women, selected from Cooper Tire employees, accepted training not only in tire repair and maintenance, but also dancing, martial arts, photography and etiquette.

The campaign drew a lot of attention at the third Asian Essen Tire Show, where the Cooper Angels were first introduced. The U.S. company, a relative late-comer to China compared to competitors Goodyear and Michelin, is seeking a new and fast way to catch up with its competitors and build its brand image. While female models are commonly used in the car industry, this may be the first use of the technique in the tire industry.

As part of Cooper Tire brand promotion plan, the Cooper Angels will act as brand ambassadors for Cooper Tire in 2010, appearing in the company’s various market activities to promote the brand concept to dealers as well as consumers. According to Gu Sili, Cooper Tire China general manager, this tactic aims to express the brand’s spirit—love life, pursue dreams, and never compromise.
Reuters reports that within the next three years, Cooper Tire aims to generate at least 30 percent of its global sales in China, up from 25 percent now. It’s an ambitious goal, but maybe with the Angels it won’t be mission: impossible.