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General Motors’ Buick and Pontiac divisions are entering the 2003 model year with ad blitzes that feature new taglines for both brands.
Company officials said they are doubling the ad support for fourth-quarter campaigns. Buick spent about $30 million in na tional measured media during the same period last year, according to CMR; Pontiac spent about $60 million.
Buick abandons the tagline “It’s all good” after 17 months for “The spirit of American style.” The old tagline was used largely to introduce the Rendezvous sport utility vehicle; the new tagline better exemplifies the complete vehicle lineup, said Randall Tallerico, Buick advertising director.
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