Is Chevrolet - a brand that historically has touted its true American roots - with its brand message?
Chevrolet marketing manager Kurt Ritter says the division dumped its 'Genuine Chevrolet' car advertising slogan last fall for its new 'We'll be there,' because of the opportunity to market itself beyond the United States.
' `We'll be there' is a straightforward consumer articulation of what `Genuine Chevrolet' really was; it's a pretty straightforward attribute, no matter where you live in the world,' Ritter said.
'We could have done an advertising campaign that was very familiar, very safe and very warm and fuzzy. We needed something that broke through and increased our relevance to the youth market without being hip-hop,' Ritter said.
General Motors has chosen Chevrolet and Cadillac as the two brands it will push overseas. In June, GM agencies Camp-bell-Ewald, which handles Chevrolet, and McCann-Erick-son Worldwide, formed an alliance to oversee the division's global marketing. Both agencies are owned by the Interpublic Group.
Ritter pointed to Levi Strauss & Co., which sells a lot of jeans in Europe, but remains America's brand of jeans. He added that although 'Genuine Chevrolet' was understood by Chevrolet employees and dealers, the public had different interpretations of it. The 'We'll be there' spots focus on Chevrolet's reliability and longevity.
Ritter said ads for the new Suburban will reflect on the sport-utility's history and the current model as the 'best Suburban yet.' He said the division does not plan any comparison ads with the new Ford Excursion. 'We'll stay above the fray,' said Ritter of the possible slugfest in the large-sport-utility market.