Case Study: Pirelli boosts winter tire awareness with Peppercomm's award-winning media relations

Pirelli earns media coverage in 176 outlets with Peppercomm

Pirelli sought to raise awareness about the critical safety need for drivers to switch to winter tires when temperatures fall below 44 degrees Fahrenheit. The challenge was to transform this technical insight into a widely understood and actionable consumer behavior. To address this, Pirelli partnered with the vendor Peppercomm on a media relations campaign.

Peppercomm implemented a strategy focused on translating the science behind tire performance into clear, compelling storytelling that resonated with both media and consumers. The #Below44 initiative successfully generated media coverage in 176 outlets, including the Associated Press, and achieved 74,000 social media impressions, positioning Pirelli as a trusted authority on cold-weather driving safety.

Pirelli