Posted by Dale Buss on April 22, 2013 10:48 AM
Every game-changing relationship has an arc that eventually dwindles, and maybe even ends. Obama-Clinton. Manning-Colts. Kardashian-Humphries.
That may be the case with Chysler-Detroit. Even as the company has been moving some of its suburban employees to downtown Motown, Chrysler marketers are signaling a change in the three-year-old, market-changing relationship between Chrysler and the city that helped the brand and the company back up off the canvas and played a huge role in returning Chrysler to long-term viability.
"There are three words in 'Imported From Detroit,'" Olivier Francois, Chrysler Group's CMO, recently told brandchannel. "Everyone thinks of the noun, 'Detroit." And we might have put more emphasis initially on the noun because Eminem is a great ambassador and music is all about Detroit and Chrysler 'is' Detroit. And 'Detroit' brings a certain romance to the brand."Continue reading...
Posted by Dale Buss on January 9, 2013 01:14 PM
Super Bowl XLVII is getting closer, so more heavyweight brands are making the required heavyweight commitment to advertise during the Big Game on CBS on February 3.
The network said today that all of the available spots are sold out at around $4 million per 30 seconds, with the latest returning brands including Chrysler from last year and Taco Bell from three years ago.
Budweiser plans to debut Budweiser Black Crown, an amber lager with higher alcohol content, with a 30-second spot during the game. Anheuser-Busch InBev introduced Bud Light Platinum during last year's game, while Black Crown was developed via last year's Project 12 regional brewmaster challenge.
Taco Bell had a very good year with a snap-back in sales on the strength of new produccts such as Doritos Locos Tacos, and so the Yum!-owned brand has confirmed it's suiting up for the Super Bowl for the first time since 2010. The chain's 60-second spot will "support the brand’s 'LIVE MÁS' tagline and spirit."
Doritos, meanwhile, tapped actress Ali Landry, who rose to fame during her 2008 Super Bowl commercial debut with the brand, to announce the five finalists for its fan-voted "Crash the Super Bowl" creative commercial challenge.Continue reading...
Posted by Dale Buss on December 21, 2012 12:27 PM
Earlier in the year, it appeared as through Chrysler might be abandoning its "Imported From Detroit" tagline. At least — in the wake of the controversial Clint Eastwood commercial during the 2012 Super Bowl, "It's Halftime in America," and with a spate of new TV advertising that didn't mention the Motor City — it seemed that way for a while.
But Chrysler's Motown sensibilities have returned through the course of 2012, and now they're back bigger than ever. First the gospel choir that co-starred with Eminem's iconic 2011 Super Bowl commercial for the auto brand popped up in Chrysler's current holiday campaign. And now, Chrysler is coming back with the ultimate tribute to its Motown home: a new campaign starring Berry Gordy.
In a new 60-second commercial titled "Who We Are," Chrysler showcases the new 2013 Chrysler Motown Edition by featuring the legendary Motown founder. As promised back in October, Gordy takes us through his humble beginnings in Detroit and ultimately to New York's Times Square and the home of the new Broadway show, Motown: The Musical.Continue reading...
Posted by Dale Buss on November 29, 2012 01:07 PM
The Chrysler brand and Carhartt this week launched a limited-edition "Imported From Detroit" work wear collection that pays homage to the spirit of the Motor City, and serves as yet another reminder of the effectiveness of Chrysler's turnaround branding campaign sparked by the 2011 Super Bowl commercial featuring Eminem.
Debuting at the Los Angeles Auto Show this week, the collection includes shirts, jackets and pants that are individually hand-numbered, 100-percent Made-in-America, and reflect iconic Carhartt styles with exclusive design detailing such as blacked-out hardware and leather brand labels.
"The pairing of the Chrysler brand and Carhartt is another example of how we are continuing to champion the energy created from the 'Imported From Detroit' campaign," stated Saad Chehab, president and CEO of the Chrysler brand. "Carhartt shares Chrysler's respect and appreciation for hard-working Americans."Continue reading...
Posted by Dale Buss on November 26, 2012 03:23 PM
Chrysler can celebrate its comeback from the dead in just three years in large part due to the contributions of two executives. Let's call them Mr. Outside, Olivier Francois, and Mr. Inside, Klaus Busse.
Francois is the Chrysler CMO whose inspired vision and creative command conjured up the "Imported From Detroit" campaign that caught fire at the 2011 Super Bowl and other magic that just got Chrysler Group named Ad Age Marketer of the Year for 2012, and Francois named a 2012 Brand Genius by Adweek.Continue reading...
Posted by Dale Buss on October 12, 2012 03:31 PM
Chrysler was relying on smoke and mirrors for a while as it bid to come back in 2009 and 2010 from its bankruptcy and rescue by the U.S. taxpayer and Fiat.
But increasingly the company is turning out worthy brand-new or substantially overhauled models, such as the Dodge Dart and the new Chrysler 300 and Jeep Grand Cherokee. And it's those new vehicles that are fueling the company's continuing ability to post year-over-year healthy monthly sales increases after many pundits thought the strong comparisons of 2011 would be too much for Chrysler to overcome.
To build on that momentum, Chrysler is developing what it's calling "buzz packages" — special versions of nameplates that connect in a pyschographic or marketing sense with subsets of the overall markets for its increasingly successful nameplates. In its buzziest buzz package, Chrysler will roll out an 8 Mile edition of the Chrysler 200 sedan in partnership with Eminem.Continue reading...
Posted by Dale Buss on September 13, 2012 11:58 AM
Sergio Marchionne got Chrysler dealers from across America fired up this week by pulling the wraps off dozens of potential new models and variations of vehicles that are in the pipeline for the next few years, including aerodynamic versions of current best-selling nameplates for Jeep, a vastly improved Chrysler 200 sedan, and an all-new Chrysler 100 subcompact that would fill a niche where the brand hasn't had a credible entry for decades.
But most of the hardware that the Fiat and Chrysler CEO showed off in Las Vegas is for the future. Right now, with double-digit sales increases each month, Chrysler has been doing a great job of selling just a very few all-new or substantially overhauled models along with others that are mainly reskinned. And one reason they've been so successful is some innovative marketing.
Chrysler launched a new initiative in that regard during Fashion Week in New York, introducing a new Chrysler 300C John Varvatos Limited Edition and a Chrysler 300C Luxury Edition featuring the stylings and touches of the menswear (and now kids) designer. A native of Detroit, Varvatos was featured in a TV campaign for his 300 collaboration with the automaker.Continue reading...
Posted by Abe Sauer on June 25, 2012 07:07 PM
For a series of Batman movies that takes itself so seriously, it's a surprise to see it right there so prominent as one of only five menu items on the official The Dark Knight Rises website: "Imported From Gotham City."
The Dark Knight Rises has a number of other official partners. There is Nokia (remember them?) and No Fear (remember them?) and Mountain Dew, which features at the core of its tie-in "Sad Batman." But none of these brands even get a mention on the film's official website, let alone being featured on the site navigation.
It seems that the heavyweight "Imported from Detroit" campaign, which debuted with Eminem at the 2011 Super Bowl and was reborn with Clint Eastwood at the 2012 Super Bowl, is now so ingrained in the American psyche that it's worth lampooning. But the first rule of auto product placement is "be serious." Be so, so serious.Continue reading...