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New ads aim to elevate Chrysler brand.

Publication: Automotive News
Publication Date: 21-MAY-07
Format: Online
Delivery: Immediate Online Access
Full Article Title: New ads aim to elevate Chrysler brand.(News)

Article Excerpt
Byline: Bradford Wernle

Out goes the old slogan; in comes the new. The question is: Will a change in advertising lift the struggling Chrysler brand?

This month the new tag line, "Engineered Beautifully,'' replaces "Inspiration Comes Standard,'' which has run since April 2004.

Chrysler and its ad agency, BBDO Detroit, conceived the multimedia campaign to clarify the image of the brand. As its U.S. retail sales have stagnated, the Chrysler brand has been forced to rely heavily on fleet sales and incentives.

"The old campaign didn't resonate with consumers,'' said George Murphy, Chrysler group senior vice president...

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