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Chrysler: Scaling back Dion was always the plan
We take issue with two recent articles in Adweek and Brandweek about Chrysler brand advertising featuring Céline Dion [June 30].
As the articles pointed out, Dion’s image and voice are less prevalent in the current TV spots for Chrysler products when compared with Chrysler/Céline ads from earlier in the year. The strategy behind the change was fully explained by two company spokespersons: Basically, it had always been our plan to start with a heavy Céline presence in order to link her persona to the Chrysler brand.
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