Cadillac Unveils New Brand Image on Oscars Night
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After dropping a few broad hints, Cadillac is finally taking the wraps off its new positioning on the Oscars tonight, carrying the theme “Dare greatly.”
Since Uwe Ellinghaus took over as chief marketing officer for the General Motors’ luxury line a little more than a year ago, the brand has made sweeping changes: ditching its logo; planning to move headquarters to New York City; and introducing a new naming system for its models with letters and numbers that are often used by European auto brands. Last December, Cadillac parked its nearly $300 million account at Publicis after the disbanding of Rogue, the Interpublic Group of Cos. alliance created to service the automaker.
The fruits of much of this labor will be seen first tonight as Cadillac seeks to lift sales that declined 6.5% in a market that rose 6% last year, according to Automotive News figures. The automaker had already posted an online video that foreshadowed the coming camapign.
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