Chrysler Trimming National Plymouth Ads

Only Dealer-Supported Campaigns Planned for Brand in the Fall
DETROIT–Chrysler Corp. is not scheduling any national advertising for its Plymouth brand cars and trucks this fall, and is planning instead to focus on its Chrysler and Jeep brands, a representative for the automaker confirmed last week.
The brand will continue to receive regional support with dealer advertising, said Carrie McElwee, Chrysler/Plymouth/Jeep public relations manager. She declined to say whether national advertising will resume later in the model year. Martin Levine, general manager of the Chrysler/Plymouth/Jeep division, was not available for comment, McElwee said.
Bozell Worldwide, Southfield, Mich., agency for the Chrysler, Plymouth and Jeep brands, along with the automaker’s corporate account, referred calls to the client.
Chrysler spent $178 million on Plymouth national advertising in 1997, according to Competitive Media Reporting. Dealers nationwide spent an additional $135 million on Chrysler, Plymouth and Jeep in 1997.
The automaker plans to concentrate this fall’s ad spending on its new Chrysler sedans–the Concorde, the LHS and the 300M–introduced this spring and the all-new ’99 model Jeep Grand Cherokee, which will debut this fall, McElwee said.
Chrysler’s national advertising traditionally is heaviest in the fall, when automakers begin the new model year. Last fall, in support of the ’98 models, eight product-specific TV spots for Plymouth and one brand spot all broke Sept. 16. The spots were used both nationally and by dealers and had a value-oriented message. The spots were tagged, “That’s Plymouth,” and had a “This is what you pay for, this is what you get” theme, comparing pebbles to Stonehenge, goldfish to whales and spinach with Popeye.
Future products planned for the Plymouth nameplate include a Plymouth Neon, which will be unveiled at the Detroit auto show in January.
The automaker’s Eagle brand is being supported on a regional-only basis during the current ’98 model year, and the brand will be discontinued after that, Chrysler has said.