Dodge and SRT have announced the launch of their new tagline “Domestic. Not Domesticated.”, and advertising campaign that is focused around this new tagline. They rolled it all out at the end of July. Consumers will start to see this across all mediums like television, print, digital, web, social and experiential. Keep reading for more information.
“Every brand has its own DNA and Dodge’s bloodline is built on performance, passion, and attitude,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “’Domestic. Not Domesticated.’ embodies what Dodge stands for as a proud American performance brand… Simply put, when you drive a Dodge, you don’t have to compromise. You can grow up without giving up.”
The first TV spot is called “Warning” and it features an announcer making humorous claims about the Dodge brand. Things like “Dodge is a powerful vehicle that affects the chemicals in the brain, which may give you the feeling of immortality. You should not use Dodge if you are allergic to adrenaline, endorphins, burnouts, or freedom.” There will also be a series of videos released on the Dodge Youtube channel about the Dodge brand and the new tagline.
“Performance is as much an attitude as it is a measurement,” said Tim Kuniskis, Head of Passenger Cars – Dodge, SRT, Chrysler and FIAT, FCA – North America. “We not only build performance cars, we challenge the mundane and champion the un-boring. ‘Domestic. Not Domesticated.’ is as much a state of mind as it is about the performance of our vehicles. It perfectly captures the spirit of Dodge and SRT.”