Chrysler appeals to the heart

DETROIT - In hopes of connecting emotionally with consumers, the Chrysler brand is getting a bit sappy with its advertising message.

Today, Sept. 10, Chrysler breaks its brand advertising campaign on national TV with the tag line, "Drive=Love." The line replaces "Engineered to be great cars," which was dropped two years ago after a four-year run, said Tom Marinelli, vice president of the Chrysler-Jeep Global Brand Center.

He would not disclose how much Chrysler is spending on the multimedia campaign, which will run through next year.

"We used to have a blurred image with Chrysler-Plymouth because of the combined franchise and shared product," Marinelli said, "so we think this will help crystallize Chrysler," which he defined as expressive, athletic, refined and romantic.

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