Between the global success of the Chevrolet Cruze and the poorly received "Chevy Runs Deep" tagline, Chevrolet will be aligning all of its marketing behind a new global campaign called "Find New Roads." Looking at the big picture, Chevrolet says this new tagline will be used to create "one global vision" as it prepares to launch 20 new models this year worldwide, and the US market will be the first to see the new campaign sometime during the first quarter of this year.
When General Motors announced that the ad agency in charge of Chevrolet was up for review, the speculation was that its "Chevy Runs Deep" ad campaign could be on the ropes after only one year. Critics say "Runs Deep" doesn't have the impact of previous campaigns like "See the USA in Your Chevrolet," "Heartbeat of America" and "Like a Rock," but GM apparently doesn't doesn't see it that way.
General Motors is set to give its "Chevy Runs Deep" ad campaign some tweaking a little less than a year after the slogan was adopted. According to Bloomberg, GM has found that while the campaign has helped steady sales, it hasn't exactly pushed potential buyers into the driver's seat. Chevrolet adopted the slogan shortly after GM Chief Marketing Officer Joel Ewanick joined the company last September, though the campaign's slow momentum has spurred the company to re-evaluate its creative strategy
When it comes to launching a new marketing strategy and ad campaign for Chevrolet, the gorillas in the room are Chevy's once illustrious advertising past: namely the Heartbeat of America campaign that ran from 1987 to 1994, and the "Like A Rock campaign that ran from 1991 to 2004.
General Motors wants you to know that, um... Chevy runs deep. We won't pretend to know exactly what that means but we're preparing ourselves to get used to hearing it. Apparently, it's a new slogan that The General plans to use for marketing purposes starting this fall for the Chevrolet brand, though it won't be used for all advertisements and won't be attached to the Volt.