Dodge: 'Grab life by the horns'

DaimlerChrysler AG said Wednesday that it has adopted a new advertising tag line to market Dodge vehicles, replacing the "Dodge Different" mantra that defined the brand through the late 1990s.

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Starting next month, the company will pitch its cars by telling customers "Grab life by the horns." The line, conceived by Chrysler group's ad agency, PentaMark Worldwide of Troy, Mich., is intended to appeal to buyers with an active lifestyle.

Jim Schroer, executive vice president of global sales and marketing for DaimlerChrysler, said Dodge's new campaign plays off the Dodge ram's head logo. The imagery is intended to communicate toughness to consumers.

He said print and television ads will be confrontational and will represent a clear break from Dodge's traditional ad work.

Dodge also is replacing Edward Herrmann -- who did descriptive, product-centric monologue voiceovers for Dodge's television ads -- with rock band Aerosmith. Schroer says Aerosmith will convey "edginess" instead of "book smarts."

According to a source with Pentamark, the automaker has been working with its agency for months trying to craft an edgy new image for Dodge. Pentamark's first tag line suggestion, "Go do," was shot down by Chrysler advertising executives last month and "Grab life by the horns" was approved instead.

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