Ram planning to expand advertising into Wal-Mart stores

Article by Christian Andrei, on August 13, 2011

This fall, the Ram truck brand from Chrysler Group will expand its experiential advertising into Wal-Mart stores everywhere in the country. Marissa Hunter, head of Ram advertising, told journalists during a recent Web chat that this campaign will be seen in "thousands of Wal-Mart stores" and will integrate Mossy Oak camouflage, which is one of Ram's partners too.

Hunter said that he sees the “alignment” between Wal-Mart, the truck buyers, and the hunting/fishing lifestyle, which will be brought together in this promotion.

He declined to reveal more details. In addition, Ram said that two new TV ads will be launched for its campaign named "Code of the West” that started in early summer. The advertising campaign was created by the Richards Group, a Dallas-based agency.

The voice of actor Sam Elliott will be heard in these ads for Ram, which was spun off from Dodge in 2009. Hunter said that these TV spots serve to continue to build overall awareness about the full Ram lineup’s capabilities.

They also inspire consumers to change how they think about the Ram Truck brand. Ram’s U.S. sales through the first seven months of 2011 were up 25%. According to Fred Diaz, CEO of the Ram brand and Chrysler de Mexico, sales growth will persist for the rest of the year.

Topics: ram, advertising

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