Dodge ad campaign seeks broader customer base

The new Dodge ad campaign includes a spot featuring a friendly crash test dummy.

Laura Clark Geist
Automotive News
September 13, 2007 - 3:27 pm EST
DETROIT — Dodge launches an advertising campaign on Sunday, Sept. 16, that is designed to expand the brand’s customer base to include more female and minority consumers.

The campaign features the restyled 2008 Dodge Grand Caravan minivan. Its tag line, “Grab Life,” is a shortened version of the current Dodge slogan, “Grab Life by the Horns.”

Dodge executives did not disclose the cost of the campaign. They said nearly two-thirds of the campaign budget is earmarked for TV commercials and another 18 percent for online ads. The campaign features ads aimed at women and black and Hispanic consumers.

At a press event today, Mark Spencer, Dodge’s senior communications manager, said the campaign ads will stress features of the Grand Caravan and other Dodge vehicles.

“This is a product-driven campaign,” Spencer said. “It’s a good balance between piquing consumers’ interest and a story line.”

Dodge dealers complained last year that TV commercials did not tell consumers enough about vehicle attributes. Spencer said Dodge consulted dealers in developing ads for the campaign.

Commercials for the Grand Caravan emphasize its safety features, entertainment system, interior flexibility and storage capabilities. The minivan has a base sticker price of $22,470, including shipping