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DETROIT Dodge will shorten its ad slogan from “Grab life by the horns” to a more straightforward “Grab life” in a campaign set to break next month, sources said.
The move is seen as an effort to neuter the more masculine connotation of the original slogan to one that maintains familiarity but extends the appeal more to the female buyer.
The “Grab life by the horns” tagline, which began in 2001, was launched by Jeff Bell, former vp, brand strategy for the Chrysler Group, and now vp, global marketing at Microsoft, and green-lighted by Julie Roehm, a former marketer with Chrysler Group who was dismissed by Wal-Mart in December amid allegations of an inappropriate relationship with a subordinate.
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