Mazda has evolved its six-year-old "zoom zoom" tagline in a spot for the new Mazda6 sedan, breaking during the 4th quarter of ESPN's Monday Night Football.
The new tagline is "zoom zoom. Forever," and will be featured in broadcast and print executions for the campaign, via Doner, Southfield, Mich.
"We are going tighter than ever to our core," said Bill Gordon, group manager of marketing at Mazda. 'Zoom zoom' has been tweaked, and while we have always been fun to drive, 'zoom zoom foreve' will let the consumer know that we will always be what we are. This is a stronger expression. It replants the flag in the ground."
"Zoom zoom" was first used in 2002 to describe the Mazda6 and was meant to evoke a sports car spirit.
The new Mazda6, which starts at $18,550, is targeted at an older demographic (30-55 years old), 55% male, with a household income of $80,000 and up.
Print ads have started running in lifestyle, sports, entertainment and business titles. Most are in two- and three-page formats, also touting the new "zoom zoom. Forever" tag.
Four broadcast spots are part of the media mix, including 30 and 60-second versions of "Stadium"