Nokian Targets Variable Winters to Drive Hakkapeliitta Volume

Addressing shifting winter weather patterns, Nokian Tyres debuts a global campaign showcasing the multi-condition performance of its Hakkapeliitta lineup.

Nokian Tyres has launched a new global winter tire marketing campaign titled “Own Every Condition.” The initiative highlights the technical demands of modern winter driving, where motorists encounter dry pavement, standing water, slush, packed snow, and black ice during a single journey.

For tire dealers and automotive service centers, the promotional positioning supports sales of the Hakkapeliitta 01 and broader winter tire inventory by focusing on rubber compound adaptability rather than traditional single-surface snow traction.

“‘Own Every Condition’ is built on a simple insight: Winter is no longer one condition,” said Tiina Frazer, Senior Vice President of Brand, Marketing and Communications at Nokian Tyres. “From dry roads and rain to slush, snow, ice and sudden weather changes, drivers need confidence and control.”

The campaign leverages Nokian’s testing facility infrastructure in Finland and nearly 100 years of winter tire engineering history.