March 27, 2006
Dodge launches marketing program for all-new 2007 Caliber
Auburn Hills, Michigan – The global marketing campaign for the all-new 2007 Dodge Caliber has been launched, with the tagline “Anything But Cute”. The Caliber replaces the SX 2.0 (Neon) in Dodge’s line-up and will start at $15,995.
The company is targeting single 25- to 35-year-old men and women, many of them first-time new-car buyers, with a secondary target market of parents over 40 looking for a new car for their children. The underlying theme of the Caliber’s launch is “Make Your Presence Felt”, which translates into “It’s Anything But Cute” overall in North America; in the U.S., the campaign will also feature “Respect the Unexpected” in the African American market, and “Lightweight, a lot of Character” for the Hispanic consumer market. Dodge will allocate 20 per cent of its advertising budget to non-traditional, interactive on-line outlets and gaming.
Television ads will feature a fairy that transforms buildings and trains into toys, but cannot change the Caliber; a dog that “moons” other dogs while riding in a Caliber; and a focus group that does not find the car “warm and fuzzy”. Print ads will show the car sitting outside a school principal’s office, getting a tattoo, and as a bumper car.