NASHVILLE -- Nissan Motor Co. is tweaking its "Innovation for All" advertising tag line as it launches national marketing today for the 2013 Altima.
The new tag line -- "Innovation that Excites" -- is more than wordplay. Nissan North America is bowing to a change made this year by the automaker's European subsidiary.
Nissan has been pounding the "Innovation for All" message in marketing for nearly two years, trying to boost brand awareness.
But the company is changing the wording to keep its global ad campaigns all on the same page, says Vinay Shahani, director for Nissan marketing communications and media.
"We want to be more consistent in our global communications, with an eye toward using similar brand campaigns in various markets in the future," Shahani says.
He declined to say which vehicles might share world ad campaigns.