Southwest Airlines Rebranding Campaign Has a Rough Take Off

Southwest Airlines enjoys a strong brand identity associated with being a less expensive and reliable alternative to juggernauts like American Airlines that only deal with major hubs while charging exorbitant baggage fees.

Though Southwest Airlines is the largest domestic airline in America, the public still views it as a renegade and underdog brand in an industry vilified for being unconcerned and out of touch with customers. So industry experts and PR professionals were understandably confused by a new ad campaign launched by Southwest during the NCAA basketball tournament that is surprisingly, well, off-message and even serious.

The brand’s commercials are typically irreverent attempts to poke fun at competitors while emphasizing the one great policy that sets Southwest apart: no baggage fees.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in