Cadillac’s ‘Dare Greatly’ Isn’t Resonating With Baby Boomers

Cadillac’s new “Dare Greatly” ad campaign is resonating with Generation X and Millennials. But Boomers–those born post WWII up until the late 60’s– seem befuddled by Cadillac’s new war cry. Yet it’s likely that this was intentional.

Ever since Cadillac unleashed its ‘Dare Greatly’ marketing arsenal–print ads, web content, and other marketing materials–during the Oscars broadcast on February 22, purchase consideration has “significantly increased” among the total audience, especially X-ers and Millennials, Cadillac Marketing Chief Uwe Ellinghaus explained to Brandchannel.

“We put some boomers off because they didn’t get it,” said Ellinghaus. “What did Dare Greatly have to do with their Cadillac? Nothing. But the younger and more educated the viewer was, the more they liked what we’ve done and were intrigued and looked up Cadillac and elements of the campaign.”

With the upcoming 2016 Cadillac CT6 and a slew of other products on the horizon, “Dare Greatly” seems to be providing Cadillac with a sturdy launch point. And if the brand continues to resonate with that large swath of buyers, Cadillac President Johan de Nysschen and GM CEO Mary Barra just might find the sales they are hoping for, eventually.

“We achieved the task of intriguing audiences. They really noticed this campaign is different—even different compared with what brands outside automotive are doing. The research said people were thinking, ‘This brand wants to tell me something.’ This is the element of disruption I wanted,” Ellinghaus continued in the interview.

With this in mind, Cadillac’s ‘Dare Greatly’ campaign won’t be going anywhere anytime soon. As for roping in those boomers? It doesn’t appear to be a priority.

A far-too-tall Ontarian who likes to focus on the business end of the auto industry, in part because he's too tall to safely swap cogs in a Corvette Stingray.

Drew Singer

A far-too-tall Ontarian who likes to focus on the business end of the auto industry, in part because he's too tall to safely swap cogs in a Corvette Stingray.

View Comments

  • McLemore's waxing lyrical about classic Caddys has probably done more to market Cadillacs to millenials than anything the brand itself could do.

  • Yes that's true currently but in the long run the X, Y and millennials will get it all. The boomer consumption will be declining and their consumer habits are already set which is the exact opposite of the younger generations. For the first time Cadillac is forward looking and that's a very wise move IMO.

  • If you want to survive you have to appeal to anyone with the means and money that can buy one now and you also need to grow appeal and interest with those who are coming to replace them.

    You fail to ingrain interest in a vehicle at an early age it is more difficult to change their opinions when they age.

    No joke to this but that is why GM and Ford both have done the Tonka show trucks and the Hot Wheels Camaro. Kids pay attention and these vehicles plant interest that will remain for years.

    Many of the products we like and buy today come from our experience in out youth.

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