Cadillac is going back to some of the America’s founding roots in its new campaign theme “Life. Liberty. And The Pursuit.” in an effort to reignite consumer’s passion for the luxury brand.
The new marketing campaign, which General Motors launched this week, will feature at least 15 TV spots using different types of music and voiceovers to reach consumers. TV spots will begin airing in mid August, Cadillac spokesman Kevin Smith said.
The theme reflects Cadillac’s positioning that the brand is iconic and embodies the best of America, the company said. The integrated campaign will include non-traditional, out-of-home, interactive and national promotions.
While Cadillac will continue to target loyalists and baby boomers, the brand will focus its efforts to reach three main groups: the Alphas, well-informed decision makers who do their homework when it comes to researching a car; Hot Moms, style-conscious women with families who do it all and the Move Ups, young consumers who are moving up to luxury car brands, Smith said.
To help spread the passion for the brand, the company plans to launch video vignettes on its Web site to show some of the country’s most fanatical Cadillac fans. The vignettes are slated to roll out by the end of the third quarter, Smith said.
“It’s all about reigniting the love affair with Cadillac,” he said.
Print ads in Architectural Digest, Condé Nast Traveler, GQ, Vanity Fair and Food & Wine, online materials and TV spots will support. Modernista!, Boston, handles TV spots.
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