Kia recently introduced its 2015 Kia K900 luxury sedan, while Cadillac is trying to appease young people with its new logo. Both brands are facing uphill battles as they begin the early stages of re-branding themselves in the auto industry.
For example, Kia is known for selling economy cars ranging from $14,000-$25,000. Kia has now brought a $65,000 luxury sedan, the Kia K900, to the market. Here’s the Super Bowl commercial:
One of the biggest challenges Kia faces is getting traditional luxury shoppers to consider its brand in competition to the luxurious cars of BMW, Mercedes and Audi.
It’s not enough for a company to say it’s now in a different market segment. The company also must change consumer perceptions and experiences with the brand.
One way Kia may be able to do this is by promoting test drives and having consumers rate their experience either through their own channels (e.g. Facebook) or through Kia’s channels (e.g. collateral, commercials, etc.). The third-party endorsements could go a long way.
Meanwhile, Cadillac is taking a different approach in its campaign to re-brand its image. Rather than coming out with a new model to re-brand itself, Cadillac decided to come out with a new sleek logo (top right) to appeal to younger demographics.
The challenge that Cadillac faces is trying to no longer be recognized as a manufacturer of cars for older people; rather, to be thought of as a sleek car for younger crowds.
I think the logo is more appealing to a younger demographic and is a step forward, but Cadillac must do more in its re-branding efforts. For example, it’s going to have to appeal to early, influential adopters within YP crowds. It also may need to position itself as having cars with cutting-edge technology. Finally, it’s going to have to deal with its price points, which may be too high for younger drivers.
Taylor Thomas started this week as the new PR counselor at Revelation. Similar to Brian, she comes from a sports PR background, having worked at places like the Big Ten Conference and the University of Illinois.
Taylor will work on our clients’ local and national PR efforts as well as manage their content marketing and social media.
University of Wisconsin senior and Life Sciences Communication major David Bartscher has joined Revelation as an intern. In addition to his strong writing background, David also has experience in video production and social media management.
Anyone who knows me personally knows I’m love the 80s. So, it should come as no surprise that my favorite commercial was from Radio Shack. The first line set the tone: “The ’80s called … they want their store back.” I loved seeing Mary Lou Retton, Hulk Hogan, Alf, Kid N Play, Teen Wolf, the DeLorean, Chuckie and other icons from the best decade ever. If you search on YouTube, you’ll find a series of these ads with the characters, another avenue for the company to engage with its customers. And good for Radio Shack for finally revamping its admittedly boring store layout.
What has stuck out to me is all the controversy online over the Coke ad. Yes, they chose the song “America the Beautiful” but I viewed the ad as the song being played in countries around the world not just different cultures here in America. Coke is an iconic American brand. And the happiness Coke brings to us is spread all around the world. Consumers get too worked up about little things that don’t matter. If they only had Caucasian Americans in the spot, people would have been just as outraged. And I am sure they missed a prominent culture to represent that somebody else is mad about. Does drinking Coke make you feel all warm and fuzzy inside? Then drink it and enjoy.
I had high expectations each time the Super Bowl commercials came on, but it always seemed by the time the game resumed I was disappointed. None of them impressed me too much. That is, until the Esurance commercial right after the Super Bowl ended. The fact that John Krasinski blatantly pointed out how much money Esurance saved and then proceeded to engage people all over to country to win that money was extremely clever. Of course no one flips off the TV right after the game ends – at that point, people are celebrating or complaining about their team with their phones in hand, texting their friends. Esurance saw that opportunity and grabbed it, making for a memorable and successful after-Super Bowl ad.
I look forward to the Super Bowl every year and to say the least, Super Bowl XLVIII didn’t meet my expectations. Complementing a Super Bowl blowout was the reserved Super Bowl ads. Of the select few good ads this year, I’d have to say my favorite was Budweiser’s “Puppy Love.” I enjoyed how Budweiser played sort of a sequel to last year’s Clydesdales slot and thought it demonstrated a great narrative arc. How the Clydesdale and the puppy generate this friendship really hits home on Budweiser’s slogan, “Best Buds.” In general, you really have to appreciate what Budweiser had to do to make this ad. It took a lot of effort from a wide range of people to create this to get the horse and puppy to interact as they did.