Cannes Chrysler Brand Fly Higher?

Posted by Dale Buss on June 27, 2011 05:30 PM

Among brand marketers honored at the 2011 Cannes Lions awards, which wrapped up on Sunday, Chrysler won five awards for "Born of Fire," the kick-off to its 2011 "Imported From Detroit" campaign that debuted during the Super Bowl in February.

Featuring Detroit native Eminem, the Chrysler 200 sedan, and the gritty spirit of Motor City, the commercial – and the resulting accolades – were only steps on the way toward the company’s goal of fully defining the Chrysler brand and etching it in the minds of American consumers, according to the brand's marketing head.

“We’re not mainstream or vanilla; there is something special about this brand,” said Melissa Garlick, head of advertising for the Chrysler brand, to brandchannel.

She added that the 200 spot and campaign “talked luxury to a relevant audience, to people who come from blue-collar and hard-working roots. Our consumers are a little ‘light blue.’ At the end of the day, people work hard for the money they have and they want something nice that they have to show for it."

“No disrespect,” Garlick added, “but that’s a little different than a silver spoon mentality.”

Clearly, the Cannes awards were the cherry on top of previous international acclaim for the Eminem ad, while the 200 is selling much better than the Chrysler Sebring that it replaced. But no one at Chrysler has claimed the product itself is a world-beater, and even some of the brand’s own radio ads for the 200 soft-pedal the vehicle’s tangible attributes.

But the brand overhaul continues with the debut of Chrysler’s new, full-sized 300 sedan, a reworking of the last hit nameplate for the brand, several years ago.

The idea of aspirational luxury continues with new TV spots that feature hard workers who’ve bootstrapped their way to the top, from Dr. Dre to Ndamakong Suh, the Detroit Lions defensive tackle who made it to the Pro Bowl last year as a rookie. And a new print ad from the 300 in the new issue of WSJ. magazine features a photo of a little boy and the headline, “A Car for the Person You Set Out to Be.”

Garlick believes the attempt to solidify Chrysler as a near-luxury brand — long a goal of whichever entity has owned the company — is beginning to get solid traction. She noted that Chrysler ranked 17th in the fourth quarter of last year in KBB’s listing of cool automotive brands; lately it’s been in third place.

“That’s a lot of positive momentum,” she said.

More about: Chrysler, Advertising, Cannes, Cannes Lions, Eminem, Awards, Campaigns, Automotive

Peter Quinn says:

Not to single them out, but while we're on the subject, Chrysler is a good example of an American brand that thinks persuasion alone can alter the course of a company's value. From a brand perspective, the ads are remarkable and should bring them back into the conversation for sure. But...

Although Chrysler may be getting included in the "cool" ranks (again), it's probably short-lived. If Chrysler really wants to turn heads and turn around the perception of a tanking company, they should create a truly innovative product, one that changes the game. Then, they wouldn't have to work so hard aspiring to be considered classy, but get people to aspire to belong to them-- because they're great. There's a huge difference.

Having recently visited Detroit, I see the potential past the emptiness and devastation. Detroit has the potential of being completely innovative and revolutionary in the way it recreates itself. But it's going to have to rely on some serious risk takers to get it there. I feel the same about Chrysler and the rest of the Detroit car industry.

Dear Chrysler, please stop making big shiny tanks that reflect unreal aspirations of the working/middle class, and start thinking about how to produce truly innovative products that reflect the aspirations and needs of a new generation of cognizant consumers. Smoke and MIrrors are cool, but it's not going to save a company.

June 28, 2011 09:05 AM #

D Buss says:

Peter: I think you're absolutely right. The only things that have really brought Ford and GM back lately have been strong products. Chrysler/Fiat's brain trust recognizes that, and they expect to have some notable new products soon. In the meantime they're reskinning old products and kind of trying to work with mirrors. Brand is one of those "mirrors," and that's why the attention to the Chrysler brand. They've always wanted Chrysler to equate with luxury, which just isn't going to happen; but "aspiration"? -- that's more achievable and why it seems to be working foir them a bit.

June 28, 2011 12:51 PM #

Dan T. says:

I agree with both of your comments. The commercials are "cool" but the cars look and feel just like previous Chrysler products. Ford seems to be doing a great job of introducing innovative new products (both in design and function) that are inspired by imports that have been popular in recent years. Vehicles that make great strides (take risks) in efficiency, technology or styling is what the buying public is embracing.

June 28, 2011 10:43 PM #

Agreed. The thing to note about Ford though, is that they've been offering contemporary economy vehicles in Britain for years. I mean, the perception there of Ford is not of an old beaten horse, but of a relevant, functional, and contemporary offering. Which is curious. What makes American car manufacturers underestimate the American public so much and why couldn't Ford's American counterparts get "forward" in the same way until recently. I'm sure the answer lies somewhere in being invested in the American ethos of unlimited space and resources. I see that changing quickly.

But that's a huge conversation how the need for innovation starts impacting product as well as brand position. Even if there's a proved marketability appealing to the tried and tested muscle machismo as it has for, well, forever-- the new alpha surely isn't a boxer, a thug, or a football player. The new alpha is efficient, sleek, and geeky.

July 1, 2011 12:36 PM #