Caddy Groups Models Under ‘&’

Brand’s Power Prompts Car Maker to Try an Umbrella Strategy
DETROIT–General Motors will tout all its Cadillac models under a single tagline starting with a campaign that breaks this week.
The tag, “The power of &. The fusion of design & technology,” debuts tonight in two 30-second TV spots from D’Arcy Masius Benton & Bowles, Troy, Mich., airing on ABC’s Monday Night Football. It’s the first effort behind the entire division in four years, said Phil Guarascio, General Motors vice president of advertising and corporate marketing.
“The power of &” refers to the combined design and technology elements found in all of the luxury automaker’s products and services, starting with the Evoq concept car unveiled in January. “It really marks a contemporization of Cadillac’s values,” said John Smith, Cadillac general manager.
Dropping individual taglines will result in a “much more integrated approach,” said Kim Kosak, Cadillac’s director of advertising and sales promotion. Kosak wouldn’t say if ad spending would increase–Caddy spent $189 million in 1998, according to Competitive Media Reporting–but did say the new cohesive image across the vehicle lines would mean more “efficient” spending.
Research has shown Cadillac’s image is “deeply entrenched” with consumers and affects the image of every model, no matter what separate campaigns were trying to communicate, she said.
Changes are in store for individual models, too, including the exit of Patrick Warburton, the actor who starred in the last several Seville STS campaigns. Actor Dermot Mulroney will now provide voiceovers for all Cadillac spots.
The Catera’s positioning will focus more on its technology, Kosak said. The Catera and Eldorado will not get national TV support next year, she said.
The new tag suggests disparate elements can result in a single, powerful idea–one in which the “sum is greater than the parts,” said Patrick Sherwood, president of D’Arcy’s Troy and Los Angeles offices.
“We knew the creative needed to be disruptive,” but relevant to consumers, Sherwood said. K