Cadillac will introduce its new brand identity, tag line and advertising campaign during ABC’s coverage of the Oscars on February 22, Forbes reports. Chief Marketing Officer Uwe Ellinghaus said the new campaign is intended to “disrupt” consumer’s perceptions of Cadillac as the automaker continues to struggle with an apparent “relevancy” issue.
In 2013, GM signed a five-year deal with the Oscars as its exclusive automotive advertiser, taking over from Hyundai, and will also run Chevrolet ads during the Oscars pre-show and main ceremony as a result. However the awards show is especially important to Cadillac, as “people that are interested in Hollywood and everything that the lifestyle Hollywood stands for,” are a good brand fit for the automaker, Ellinghaus told the Hollywood Reporter in November.
Forbes said Hollywood events like the Oscars are becoming increasingly attractive venues for automakers to use as advertising platforms, as they are often associated with glitz and glamour. Additionally, many Americans watch awards shows live and don’t DVR them, which enables them to fast-forward through commercials.
Apart from its new brand identity and advertising campaign, Cadillac will also debut an all-new display on the floor of the New York International Auto Show in April, where it will unveil the highly anticipated CT6 sedan. The set-up will include a projection of an “iris,” Ellinghaus said, around the display that plays stories about Cadillac products and the brand.
“The display will be an important part of differentiating ourselves from other luxury brands,” Ellinghaus said. “As an American brand, Cadillac can be bolder, more expressive and use more of a human touch, because we are not German.”
Comments
Nice idea to get at least some attention.
But brand perception won’t change in 5 years.
Nobody in Hollywood who is somebody drives a Cadillac or would like to drive a Cadillac.
Cadillac is still far off being an aspirational brand, due to lack of true luxury models.
The ct6 won’t be it either, that will be just a bigger cts.
The elr is an epic faillure, only the Escalade sells, but mostly to companies.
A rarely see a Cadillac anywhere in LA , unless it has a TCP number on the bumper.
You do not know what you are talking about.
Lets just wait what the CT6 will look like before completely calling it a bigger CTS.
And about the Escalade comment, that is far from true. Escalade is averaging between $3,500-$3,700 a month and I see a bunch of them on the road.
The ELR is not an epic failure. The timing was wrong and should had been introduced first. It is an excellent and unique car for what it is. The ELR’s problem is the price and content for the dollar along with a lack of image and prestige.
On the Escalade, I meant what I said about their sales volume at this moment. The dollar symbols should of been deleted. Was typing fast!
Five years can change a lot in term of perception. Let’s remember that Caddy has already invested a lot of time rebranding and, while it hasn’t directly paid off, Cadillac is no longer viewed as a damaged brand.
It simply lacks the cache of Benz and BMW
The last sentence of the article says it all . Cadillac is an American brand not German . Cadillac needs to stand on its own and not be seen as a wannabe Mercedes , Audi , etc,, Some how they need to give the rest of its line-up the same cache as the Escalade has , (aka) , Class ! You see athletes and music artists that can afford Bentleys and super cars tooling around in Escalades that are part of their stable . So it shows Cadillac can build a vehicle with panache . Maybe the engineers that work with the suv and truck side need to slide over to the car side and offer their vision .
The only reason that Cadillac Escalades are in greater demand than European luxury cars is because professional athletes need all the room they can get in a vehicle. Their fans are simply imitators who think bigger = better. Sadly, that is not the case. The Escalade is an overpriced Chevy without the refinement and quality to justify its price. Cadillac needs to up its game in order to attract the customers who have the money and are truly willing to pay for top quality.