Hills, Michigan, Aug 8, 2001 - The Dodge Division of DaimlerChrysler
Corporation announced today that "Grab Life By The Horns"
is the new advertising theme line for the bold and distinctive
cars, pickup trucks and minivans sold under the Dodge brand. "Grab
Life By The Horns" will be the Dodge brand line for all print
and television advertising that debuts nationally in mid-September.
Life By The Horns' captures everything that makes Dodge vehicles
so distinctive: bold styling, superb performance and handling,
and Ram-tough capability," said Jim Schroer, Executive Vice
President, Global Sales and Marketing, DaimlerChrysler Corp.
The new tag
line was developed in partnership with PentaMark Worldwide of
Troy, Mich., and other BBDO offices in New York City.
only does this new line speak to the strengths of our Dodge-branded
vehicles, it also is a rallying cry for Dodge customers -- street
smart people with active life-styles who are not afraid to express
themselves by driving break-the-mold cars and trucks," said
than expressing a 'can-do' attitude, "Grab Life By The Horns"
captures the "must-do" attitude of Dodge's customers
and prospective customers."
reason we're excited about "Grab Life By The Horns"
is that it provides an emotional link to the distinctive ram's
head logo of the Dodge brand," said Schroer. "The natural
symmetry between the tag line and the logo creates a powerful
sense of authenticity."
When the print
ads and television spots begin next month, Schroer said they will
mirror the tough, get-it-done attitude of Dodge.
ads will be different than anything we've done before," said
Schroer. "They will be bold and uncompromising, a little
edgy, and occasionally confrontational, but always fun."
In June, DaimlerChrysler
announced a partnership between Dodge and Aerosmith, the legendary
rock and roll band. In addition to a consumer marketing and communications
campaign, Dodge is sponsoring "Just Push Play," Aerosmith's
48-city U.S. tour now underway.
will play a large role in conveying the edginess of the Dodge
brand," Schroer said, "This great brand, this great
band and this great tag line will work together to yield powerful
opportunities and benefits for Dodge vehicles."
Life By The Horns" replaces the "Dodge Different"
national ad campaign that featured actor Edward Herrmann. It began
in 1999 for the 2000 model year and will end with the transition
of the new theme line.
Different' was about book smarts," said Schroer. "'Grab
Life By The Horns' is about street smarts. The former campaign
served us well, but now it's time to take the Dodge brand in a
products have been breaking the rules for years, starting with
the original Dodge Viper, cars with cab-forward design, right
up through to the Chrysler PT Cruiser and the all-new Dodge Ram
pickup truck. It's about time we started helping our Dodge customers
feel proud that there is a bit of them that likes to break the
rules, too -- at least once in a while," said Schroer.