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Cadillac attempts to sex up its image.

Publication: Advertising Age
Publication Date: 31-JUL-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Cadillac attempts to sex up its image.(management, sales and earnings of the company)

Article Excerpt
general motors Corp.'s first work for Cadillac from Modernista, Boston, aims to "put a little lust back into the brand,'' according to Liz Vanzura, marketing director of the luxury marque, in unveiling print work from the agency. The work replaces Leo Burnett Co.'s "Break Through'' ads. Ms. Vanzura said the push aims to boost consideration of the Cadillac brand among three main targets younger than its current owners. She calls them "alphas,'' "hot moms'' and "move-ups.'' Cadillac still plans to keep its loyal older owners, and while it wants to attract more baby boomers, Ms. Vanzura said the group is the most difficult to reach because "they are really stuck...

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