CHRYSLER MINI-VANS GET CAMPAIGN MAKEOVER
By Adnews Staff
The Chrysler Corporation is launching three new advertising campaigns in the U.S.; one for each type of its re-designed mini-van. The purpose is to target the vehicles to particular markets. The 1996 Dodge Caravan is being broadly focused due to its wide appeal, and has the theme, "Just as original as the original." The Chrysler Town & Country is being marketed to consumers who would normally buy luxury cars, under the theme line "The Ultimate." The Voyager and Plymouth Grand Voyager will convey qualities of value, fun and practicality, telling consumers, "It simply slides, rolls, folds, protects, unfolds and drives better." Bozell, Jacobs, Kenyon & Eckhardt in Southfield, Michigan created the campaigns for the Town & Country and Voyager, while BBDO of Detroit worked on the Caravan campaign. Adnews was unable to determine yesterday if the campaigns will run in Canada.