| posted by

Life creates new press ad campaign for bike tyres brand Schwalbe

Birmingham agency Life has created a new press campaign for bike tyre manufacturers Schwalbe.

The campaign will launch at the end of this month and is due to appear in a wide range of cycling publications internationally throughout 2012.

Life explained that as Schwalbe's tyres - such as Nobby Nic, Ultremo and Dirty Dan - are more famous among cyclists than the brand itself, it came up with the proposition, 'For every surfance there's a Schwalbe'.

David Poole, managing director at Life Agency, said: "Roadies and mountain bikers are well informed and eager to try new products that they believe will enhance their riding, so it’s important to create and maintain a strong brand image and tone that cuts through."

Featured by The Drum