Dodge Reaches for Women with a Shorter Slogan
Steve Miller of BrandWeek.com conjectures that "Dodge will shorten its ad slogan from 'Grab Life by the Horns' to a more straightforward 'Grab Life' for a campaign due to break next month," adding "the Dodge Nitro is just one of the models the carmaker is hoping to make more appealing to a female demographic."
The move is seen as an effort to get away from the more masculine connotation of the original slogan to one that maintains familiarity but extends the appeal more to the female buyer.
(We already know that Dodge certainly knows how to market to men, as demonstrated last year when the company enlarged the size of its HEMI logo simply because more vehicles sold when the badge was more visible. Don't even get me started on men's 'bigger is better' mentality. )
According to Miller, "The 'Grab Life by the Horns' tagline, was originally conceived in 2001 to sell the 2002 Dodge Ram pickup.
So far, Chrysler has declined to comment on the reported shift, and no evidence exists at the official media site.
Dodge has debuted a number of vehicles in the last two years aimed at various demographics, including younger buyers, females, and families. The new Avenger sedan and the Caliber crossover are both expected to reach younger buyers more readily, and the Nitro SUV has sold well among female buyers. Miller believes the simpler tagline should enable the brand to better reach these consumers.
Interestingly, Dodge will be launching a "Grab Life by the Horns" sweepstakes on April 23, 2007, where visitors may enter for a chance to win two-night stay and two rounds of golf at the Kiawah Island Golf Resort in South Carolina. Get more information at www.grablifewin.com. They're using the full slogan for this sweepstakes.
The two ideas seem to be contradictions. I suppose we'll have to wait and see if Dodge really is about to become more female friendly.
by Brandy Schaffels