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Video: Jaguar unveils new global brand direction with "Alive" commercial (Autoblog)
Filed under: Marketing/Advertising, Videos, Jaguar
Jaguar's turnaround has taken its next public step with a new global brand
direction and a marketing campaign called "Alive." The marketing will lock in
on Jaguar's visceral connection with buyers, "positioning the brand as animate
- seductive, emotional, unique, energetic and high-performance - while asking
consumers, "How alive are you?"
It will be supported on television, in print, on the web and with events, and
will attempt to explain to younger buyers not only why they should be
considering a Jaguar, but what Jaguar means as a brand. The overhaul will even
dig into the roots of the marque by making changes to both the Growler and the
Leaper icons.
> The campaign is meant to give people a reason "to own, not just buy" a
Jaguar.
Jaguar Land Rover North America President Andy Goss says the campaign is meant
to give people a reason "to own, not just buy" a Jaguar. Before Goss arrived
last year from Porsche, he says the national, so-called "Tier One"
advertising, was too "transactional," pushing lease deals instead of the brand
message and experience.
Prior to that phase of Jaguar advertising, national ads by agency Euro ...