Kal Tire
Solving the tyre challenge – sustainably.
In the mining sector, tyres are a costly investment and a significant environmental challenge due to their carbon-heavy manufacturing process and difficulty in recycling. Tyre production demands substantial raw materials and energy, particularly during curing, and their transportation emits significant CO2.
Canadian headquartered, Kal Tire, a leading supplier, addresses these challenges with retreading and repair services, extending tyre life to reduce costs, waste, and carbon footprints. Kal Tire launched the Maple Program to promote these solutions, leveraging sustainability as both a selling point and an industry incentive.
At its core is a verified carbon calculator, enabling mining companies to measure carbon and cost savings from retreading. Certificates from the program support ESG reporting, showcasing environmental commitment. The Maple Program also challenges myths about retreaded tyres being inferior, providing data-backed credibility and combining innovation with sustainability positions retreading as a reliable and eco-conscious alternative for the mining industry.
Wyatt partnered with Kal Tire to refine and strengthen the value proposition for the Maple Program, crafting a compelling brand story that resonated with internal stakeholders and customers. Wyatt empowered the sales team with the tools and messaging to communicate its value effectively. This alignment enhanced the team’s confidence and ensured consistency in the Maple Program’s presentation, ultimately driving greater engagement and success across the organisation.
The work included segmenting the key audiences, especially in procurement and operations, to ensure that messaging was tailored to meet their needs. Wyatt also crafted core messages that speak to operational efficiency and effectiveness, which aligned with the mission and capabilities of Kal Tire and the Maple Program.
Wyatt created a global suite of sales assets and marketing kits, including a hero visual, brochure, and sales presenter to arm their teams with persuasive tools. The assets also included developing and designing the Maple Program certificate, a signature piece for Kal Tire to pursue quality and customer value and reinforce its brand identity in the marketplace.
Additionally, Wyatt also created a detailed playbook designed to ensure that internal teams fully understood the positioning, messaging, and campaign assets, fostering consistency across global teams. This approach strengthened Kal Tire’s ability to position the Maple Program as a cornerstone of sustainable operations for its clients.