Jeep(R) Brand Announces New Advertising Tag Line and Ad Campaign for Its Expanded Lineup of 4x4 Sport-Utility Vehicles
June 27 2007 - 10:00AM
PR Newswire (US)
-- "Have fun out there. Jeep(R)" is the new tag line AUBURN HILLS,
Mich., June 27 /PRNewswire-FirstCall/ -- The Jeep(R) brand
announced today it is launching a new brand advertising campaign on
July 1 that will take advantage of the brand's expanded
seven-vehicle lineup, its 66- year heritage of 4x4 off-road
capability and the inherent joy of driving Jeep vehicles. "Have fun
out there. Jeep(R)" is the new brand advertising tag line. The new
ad campaign is designed to strengthen the already-legendary image
of the brand and bring more buyers into the Jeep owner base, one of
the most loyal in the industry. While the campaign's primary
message is that driving the brand's sport-utility vehicles provides
a unique-to-Jeep fun, it will also emphasize that, with an expanded
lineup of seven Jeep vehicles, "Now there's a Jeep vehicle for
you," said John Plecha, Director - Jeep Marketing & Global
Communications. "Jeep has seven models in the 2007 model year, the
most available to retail consumers at one time in the 66-year
history of Jeep vehicles," said Plecha. "The 4-door Jeep Wrangler
Unlimited is one of the hottest vehicles on the market today, while
the all-new Jeep Compass and Patriot are attracting customers who
are new to the Jeep brand. Now is the absolute right time to keep
the momentum going with a new tag line and ad campaign." The
advertising campaign will have three phases, starting with outdoor
and Internet teaser advertising. The "fun wheels" portion of the
campaign kicks off July 1 with billboards, outdoor boards, bus
wraps and other out-of-home placements in 12 major metropolitan
areas, plus four, 15-second TV spots, and a Web page,
havefunoutthere.com. (The 12 are San Francisco/Oakland/San Jose,
Los Angeles, Philadelphia, Detroit, Dallas, Washington D.C.,
Miami/Ft. Lauderdale, Denver, Baltimore, Boston, New York and
Chicago.) "Fun wheels" are a variety of larger-than-life outdoor
items that travel on wheels. There is a soccer ball with wheels, a
picnic basket on wheels, an ice cooler on wheels -- a total of nine
items in all. (The other fun wheels are a camping tent, fishing
lure, kayak, snowboard, surf board and inner tube.) "We've proved
over the years that Jeep vehicles allow people to go anywhere and
do anything. At the same time, owners tell us that driving Jeep
vehicles is a heck of a lot of fun, too," Jay Kuhnie, Director -
Jeep Communications, said. "The fun wheels represent some of the
fun outdoor activities that are associated with Jeep vehicles and
the Jeep life style." Phase two of the national campaign focuses on
the heritage of Jeep and begins in mid-July. Planned are two
national TV spots -- a 60-second and a 30-second -- called "Jeep
Heritage." They begin airing on July 15 on all networks
(programming currently includes ABC's "Desperate Housewives" and
NBC's "Medium," "ER," and "My Name Is Earl") and major cable
networks, including MTV, Food Network, HE, FX, E!, National
Geographic, Bravo, USA, TBS, and TNT. The lead magazine ad in phase
two is a picture of a Wrangler 2-door with the headline, "Fun.
Headquartered and manufactured in Toledo, Ohio." Jeep Wranglers are
manufactured at the Toledo North Assembly Plant. The copy delves
into the history of Jeep. There will be additional print ads in
national publications, (GO, Maxim, National Geographic, and
Fortune, to name a few) and Web banners. Phase three of the
campaign, called "Sandbox," starts in early August and features the
entire Jeep vehicle lineup. "Sandbox" is a 30-second national TV
spot that shows all seven Jeep Subs -- the Wrangler 2-door,
Wrangler Unlimited, Commander, Grand Cherokee, Liberty, Patriot and
Compass -- cavorting in a giant sandbox. In addition, 30-second
spots based on "Sandbox" will feature Commander, Grand Cherokee,
Compass and Patriot. Also, a national print ad with the headline,
"7 vehicles. 1 purpose.", will be added to the media mix. The
campaign shifts to the all-new 2008 Jeep Liberty in September. The
new brand campaign is the first creative from Cutwater, based in
San Francisco. The Cutwater advertising agency is part of the
Omnicom entity. BUBO Detroit, in Troy, Mich., is the agency of
record for the Jeep brand. About the Jeep Brand The Jeep brand has
expanded to seven nameplates in the 2007 model year, the most
available to retail consumers at one time in the brand's 66-year
history. With the introduction of the all-new 2008 Jeep Liberty
mid-size sport-utility vehicle (SUVA), Jeep offers customers the
freshest, most capable and widest range of sport-utility vehicles
under one brand in the industry. At the start of 2004, the brand's
trio of tough, capable, rugged Subs included the venerable Jeep
Grand Cherokee, Jeep Liberty (Cherokee outside North America) and
the icon of the brand, the Jeep Wrangler. In 2005, the Jeep
Commander was introduced. In 2006, the redesigned Jeep Wrangler was
unveiled. Also debuting in calendar year 2006 were three more
all-new Jeep vehicles: Jeep Patriot, Jeep Compass and the four-door
Jeep Wrangler Unlimited. DATASOURCE: Chrysler Group CONTACT: Carrie
McElwee, +1-248-512-2664, cell, +1-248-613-7752, , or James Kenyon,
+1-248-512-2936, cell, +1-248-705-3954, , both of Chrysler Group
Web site: http://www.daimlerchrysler.com/
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