Buick has been praised for its honesty regarding the current image it holds in the United States: it’s for old people. Exploiting that has been key in a series of hugely successful advertisements for the brand, which depict people questioning if the vehicle is indeed a Buick in front of them.
Long story short, there is plenty to come with the campaign still.
“Consumers tell us it gets their attention and they are engaged in the message and they can’t wait to hear the next story that Buick has to tell,” DiSalle said. He went on to explain the “Is that a Buick” tagline is key to cut through the noise and clutter that is modern day advertising.
With four new models launching this year alone, DiSalle also stated the brand will be far from quiet, and said the ads will shift from overall perception shaping, to showing what Buick brings to the table.
“We know that we still have more work to do. We know that people still have what we call false familiarity, or very dated perceptions. So we definitely have more work to do ,” DiSalle said. “But we are becoming more declarative in terms of explaining what Buick means.”
Buick has spends, on average, $230 million on advertising each year, according to the most recent research. But, with the 2016 Buick Cascada, 2016 Envision, 2017 LaCrosse and 2017 Encore all on the way, we wouldn’t be surprised to see the figure climb.