Eric J. Aafedt wrote:
>Rob Frankel wrote:
>
>>Chevrolet-----"Like a Rock"
>
>>... completely meaningless and irrelevant, but no doubt fashioned by
>>a bevy of boardroom geniuses bent less on making a statement than
>>actually saying something.
>
>The "Like A Rock" ad campaign was not "fashioined by a bevy of boardroom
>geniuses". Rather it was created by Don Gould of Campbell-Ewald Advertising.
>The campaign was a HUGE success for Chevy Trucks (which had a weak image
>prior to this campaign starting). There are a few newspaper articles
>written about this campaign and the unique circumstances surrounding its
>development (probably 6 years or so ago) that are worth reading if you can
>ever find them.
The fact that the "Like a rock" campaign was successful for
Chevrolet does not make the tagline "like a rock" a
meaningful branding statement. More likely, the brand
effect came from the music track and the voice over
readings by the late James Coburn.
CE had to reposition Chevy trucks because they had
a bad reputation among serious truck drivers... BUT,
they were cheaper. In order to shrink the price
differential between Dodge and Ford, Chevy had to
come up with something.
At least that's my opinion.
John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com
Received on Tue Mar 11 2003 - 13:46:09 CST
