As Cadillac works to lock in on its brand identity, it’s also developing its marketing efforts with a focus on celebrity appearances. It’s a theme we’ve seen in the past, and as we’ve confirmed with Cadillac President Steve Carlisle, it’s a theme that will continue with into the foreseeable future.
During the debut event for the next-generation 2021 Cadillac Escalade, we asked Carlisle if the brand would continue to leverage celebrity messaging in its marketing efforts.
“I think yes, it’s part of the resonance of the brand,” Carlisle said. “That’s one of the reasons we did [the Escalade reveal] here – this is Beverly Hills, the luxury capital of the world, so there’s a terrific association here. To use entertainment as an example, Cadillac is on more album covers than any other brand and we’re in more songs by a long shot than any other brand. And not just songs from 30 years ago, but Cadillac is a very contemporary brand in pop culture today, so there’s a lot of that too.”
Meanwhile, the automaker’s cross-town rival, Lincoln Motor Company, does not have the same sort of pop culture success, although it does employ actor Matthew McConaughey in its advertising.
That said, Cadillac’s celebrity messaging has included a short film directed by Oscar-winning director Spike Lee. Titled “Anthem,” the film introduces the new 2021 Escalade. Lee was also on stage at the Escalade’s debut in Hollywood back in February.
What’s more, Oscar-winning actress Regina King helped to introduce the “Make Your Way” ad campaign during the 92nd Academy Awards, and she provided voiceover narration for the “No Barriers” video advertisement.
In addition to celebrity support in its advertising, the automaker has also completely revamped its vehicle portfolio, which now includes the all-new 2021 Escalade due to launch later in 2020, as well as the new XT4 and XT6 crossovers and the new CT4 and CT5 sedans. The portfolio now covers some 90 percent of market segments by volume in 2020, as opposed to the 52 percent coverage seen last year.
This post was created in collaboration with our sister publication, Cadillac Society.