As private equity investor Cerberus took majority control on Monday, so-called ‘The New Chrysler’ launched a national corporate advertising campaign with the theme, “The New Chrysler: Get Ready for the Next Hundred Years.”
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The campaign consists of print, internet and radio ads that introduce the new company name to the public and reflect back on its product, innovation and technology leadership of the past as well as what can be expected in the future.
The Pentastar logo – which adorns the company headquarters and was its corporate symbol for over 40 years – has returned as part of the company logo.
“According to Steven Landry, executive vice president – North America sales and marketing, service and parts: “This is an incredibly important time for The New Chrysler and we want to make sure that people know the product milestones and innovations that have made this company what it is today, and where we are going in the future.”
The campaign is scheduled to run in the United States until the end of August. Elements will also be used in Canada, Mexico and Puerto Rico.
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By GlobalDataThe first print ad, ‘Get Ready’, announces the new Chrysler and highlights the history of firsts, the latest products, quality and environmental accomplishments and the recently announced lifetime powertrain limited warranty. The ad will run in magazines and newspapers, with a version on the internet.
A second print ad, running in magazines and on the internet, is titled ‘Babies’ and focuses on the next generation of customers and connects that with the company’s future. The ad features three toddlers seated in car seats, representing the Chrysler, Jeep and Dodge brands, and dressed in outfits that match the attitudes of the individual brands. The headline reads, ‘Ready for the Next Generation’.
A radio spot, titled ‘Cars & Trucks’, is similar to an audio timeline that reflects back on all the Chrysler innovations that have helped revolutionise the automotive industry.
A second radio spot, ‘Whew’, is a spoof of an actor doing his first take on creating the voiceover for a new radio ad, complete with the studio engineer and announcer adding their portions. It highlights a list of industry leading innovations.
The new print ads broke nationally in newspapers including USA Today, The Wall Street Journal and local papers in the top 62 markets, as well as in magazines such as Time, BusinessWeek, Newsweek, US News & World Report, Automotive News, Sports Illustrated, People and Entertainment Weekly. Radio will air in the top 62 markets across the country as well as on Sirius Satellite Radio.
Internet advertising, with the same themes and messages as the print and radio ads, as well as banner ads, will run on the internet on sites including AOL, MSN and Yahoo.
