Dodge ads target women, minorities with debut of marketing blitz

By Josee Valcourt
The Detroit News
(September 14, 2007) Chrysler unveiled its new Dodge brand marketing campaign Thursday, along with the restyled 2008 Dodge Caravan minivan.

Both plans emphasize reaching out to women as well as African-American and Hispanic consumers.

On Sunday during professional football games, Chrysler will begin airing 30- and 60-second TV commercials aimed at promoting the Dodge brand and softening its image, which traditionally has been strongly masculine. Chrysler said it chose the football games to debut the new approach because 35 percent of the football audience usually is female.

Dodge has shifted its marketing slogan to "Grab Life" and said its brand campaign will include people at work and play talking about how they "Make the most of every mile" with their Dodge vehicles.

Also starting Sunday, the automaker will run 5-second television spots that tease consumers with hints about the new Grand Caravan, such as its Swivel 'n Go second-row seats.

The full-blown marketing campaign for the Caravan begins next month.

Chrysler said the Grand Caravan advertising campaign would be a "celebration of moms and families" and aims to position the minivan as the "ultimate family vehicle." The automaker will reach out with a Mom Test-drive program, blogs and a Christmas carol contest culminating in a Grand Caravan giveaway on "The View" talk show.

Print advertising will appear in Ladies' Home Journal, Parenting, Cooking Light, Self and Working Mother.

Television commercials will run during "Desperate Housewives," "Dancing with the Stars," "Grey's Anatomy," "Boston Legal," "Heroes," and "ER." The ads will portray the minivan as a safe "family room on wheels" and highlight features such as Backseat TV.

Two 30-second ads geared toward Hispanic and African-American consumers will run on BET, Univision, Telemundo and other niche outlets. Internet advertising also is planned, and the entire campaign will aim to drive potential purchasers to Dodge's Web site.


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