According to the Detroit Free Press, the phrase isn’t exactly a catchphrase or a slogan for the brand.,, and it won’t appear in every advertisement. Instead, it’s viewed as a marketing mantra, pushing consumers to reconnect with any prior emotion for the brand that lurks deep within As a result, future advertisements, TV spots, and marketing materials will work to tie new products with the heritage, legacy, and emotion tied to the brand over the past several decades.
“It’s such a deep, wide, connected brand in America,” Jeff Goodby, co-chairman and creative director for Goodby, Silverstein & Partners, told the Free Press. “All things being equal, Americans want to buy Chevys, and we have to put them in that position.”
Goodby’s firm, which is now charged with handling Chevrolet’s marketing account, is reportedly striving to seamlessly blend Chevrolet‘s heritage with details of its current offerings. Interestingly, the new phrase makes use the colloquial Chevy. In June, GM asked employees to drop the use of Chevy in part to create a consistent image for the brand across the globe, especially in markets unfamiliar with the automaker’s heritage.
The new message will begin to make its way into circulation this fall, but the very first round of advertisements and commercials will air this week, starting with the first game of the World Series tomorrow evening.
Source: Detroit Free Press