Jump to content
News
Reviews
Discussons
Activity
Create New...
Close

Cadillac shifting marketing focus

regfootball

By regfootball
in General Motors

 Share

Recommended Posts

regfootball Community Regular

regfootball

Posted
Posted

Lustful Leanings

autoweek

DETROIT -- General Motors' first work for Cadillac from new agency Modernista, Boston, aims to "put a little lust back into the brand."

So said Liz Vanzura, marketing director of the luxury marquee, in unveiling new print work from the agency, which replaced Publicis Groupe's Leo Burnett, Detroit and Chicago. The car brand is dropping the former shop's "Break Through" ads after a four-year run. Vanzura said the new 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."

"Our mission is to reignite people's love affair with Cadillac," she said.

Cadillac still plans to keep its loyal older owners, and while it wants to attract more baby boomers, Vanzura said this group is the most difficult to reach because "they are really stuck on Lexus, Mercedes-Benz and BMW and see no reason to switch."

She said extensive consumer research earlier this year revealed some startling findings: Many younger consumers knew Cadillac's Escalade sport utility vehicle but were unfamiliar with other models. Many didn't see the brand as having a vehicle for them.

Vanzura said the new blitz will "romance" the brand's crested logo to show off its iconic nature. Gary Koepke, executive creative director and co-founder of Modernista, said the Cadillac print work has a three-pronged approach. Some work highlights the crest; other shows people, "to inject an attitude"; and the rest focuses on a single product to help build model awareness.

Link to comment
Share on other sites
Flybrian Newbie

Flybrian

Posted
Posted

If you look at the progression of Cadillac advertisements (including this latest movement), it makes perfect sense. The older, staid commericals followed by the Break Through hard-rocking spots for the middle-aged set, followed by the hip contemporary nature of these latest spots.

Link to comment
Share on other sites
tmp Newbie

tmp

Posted
Posted

This sounds really promising!  I can't wait to see the ads that cater to the latte-spilling, botox-injecting I'm-40-and-buy-pink-Juicy-Couture-velour-track-suits crowd.

173612[/snapback]

Croc, that was the best laugh I've had in days....

Link to comment
Share on other sites
4gm Newbie

4gm

Posted
Posted (edited)

She said extensive consumer research earlier this year revealed some startling findings: Many younger consumers knew Cadillac's Escalade sport utility vehicle but were unfamiliar with other models. Many didn't see the brand as having a vehicle for them.

This is what happens when you replace memorable model names with forgetable alpha numerics. Nobody remembers what kind of cars you sell!

Edited by 4gm
Link to comment
Share on other sites
Croc Newbie

Croc

Posted
Posted (edited)

By the way, why do rich people wear really crappy clothing?

173705[/snapback]

Crappy? That $h! is hot. Except I like the girls in the ones that ride low with the jackets that end right under the boobs...now THOSE are hot!

EDIT: guess they don't make those anymore :( but how can you tell me this isn't hot:

Posted Image

Edited by Croc
Link to comment
Share on other sites
pow Newbie

pow

Posted
Posted

saw a Caddy ad the other day... and I could've sworn it was made by the same people doing the Pontiac ads.  Lots of the car slowly spinning under a spotlight in an otherwise dark room kind of thing...

173633[/snapback]

Yeah, those suck. Even as I car enthusiast, I switched to another channel. What's the point of seeing a common car spinning around for 30 seconds?

Link to comment
Share on other sites
Bimmer325 Newbie

Bimmer325

Posted
Posted

cmon...back me up somebody...bimmer?  reg?  cmon...

173737[/snapback]

If only you could see the mothers that belong to the country club I work at. It's shocking. :drool::o:P

Link to comment
Share on other sites
The O.C. Newbie

The O.C.

Posted
Posted

Crappy?  That $h! is hot.  Except I like the girls in the ones that ride low with the jackets that end right under the boobs...now THOSE are hot!

EDIT: guess they don't make those anymore :( but how can you tell me this isn't hot:

Posted Image

173723[/snapback]

It's not hot.....

:puke:

BUT...Croc....

If you put a picture of yourself up there.....wearing a tight-fitting belly-shirt....

THAT would be HOT....!

:wub:

Link to comment
Share on other sites
Sixty8panther Newbie

Sixty8panther

Posted
Posted

This sounds really promising!  I can't wait to see the ads that cater to the latte-spilling, botox-injecting I'm-40-and-buy-pink-Juicy-Couture-velour-track-suits crowd.

173612[/snapback]

Isn't that technically YOUR demographic? I mean you used to drive your

mom's Mercedes SUV. :P

Balthazar is right: rich people often times do not think for themselves,

they act like good little "consumers" by scooping up all the crap in the

latest issue of Cosmopolitan, GQ & whatever their fellow friends deem

to be worth buying THIS week.

Link to comment
Share on other sites
Satty Newbie

Satty

Posted
Posted

Why does this "new direction" for Cadillac remind me of the "Merlettes" ad campaign where Cindy Crawford in her leather miniskirt chauffeured an animated duck around in a Catera? I don't recall that one working either.

174981[/snapback]

What are you talking about? I went out and bought a rubber ducky the day after I saw that ad for the first time.
Link to comment
Share on other sites

Join the conversation

You are posting as a guest. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

×
 Share
Go to topic listing


×
×
  • Create New...

Hey there, we noticed you're using an ad-blocker. We're a small site that is supported by ads or subscriptions. We rely on these to pay for server costs and vehicle reviews.  Please consider whitelisting us in your ad-blocker, or if you really like what you see, you can pick up one of our subscriptions for just $1.75 a month or $15 a year. It may not seem like a lot, but it goes a long way to help support real, honest content, that isn't generated by an AI bot.

See you out there.

Drew
Editor-in-Chief

I've whitelisted
Continue without support

Write what you are looking for and press enter or click the search icon to begin your search

Change privacy settings