General Motors Unites Cadillac Unit With One Tagline

General Motors will tout all its Cadillac models under a single tagline, starting with a campaign breaking this week.
The tag, “The power of &. The fusion of design & technology,” debuts tonight with two 30-second TV spots on ABC’s Monday Night Football. The ads, by D’Arcy Masius Benton & Bowles, Troy, Mich., mark the first umbrella branding campaign for Cadillac nameplate in four years, said Phil Guarascio, GM vp of advertising and corporate marketing.
Dumping individual taglines for different models will enable a “much more integrated approach,” said Kim Kosak, Cadillac director of advertising and sales promotions. She did not say if ad spending would increase– Cadillac spent $189 million in 1998, according to Competitive Media Reporting–but said the new image means more “efficient” spending.
–Tanya Irwin