Pirelli tires will tap into the power of the Hip-Hop culture, teaming with Russell
Simmons’ Hip-Hop Summit Action Network as well as Sean "P. Diddy"
Combs in a new marketing campaign.
The company will launch an urban marketing initiative
with the Hip-Hop Summit Action Network (HSAN) to promote social responsibility.
In a statement, the company said it’s goal was
"to use Hip-Hop to effect positive social change."
The partnership has produced a "Controlled
Driving" campaign that promotes safe driving in the urban community.
Pirelli, HSAN and Combs’ non-profit organization
Daddy’s House will organize a series of "Controlled Driving Days"
and the company will also be a sponsor of the 2004 Hip-Hop Summit.
The company recently launched a clothing line,
P Zero, aimed at the urban consumer.