Honda will launch next week a new advertising tag line -- "Start Something Special" -- spanning all brand and retail advertising, according to Mike Accavitti, American Honda's senior vice president of automotive operations. Accavitti added that the new tag line will be used to close all Honda-branded ads.
The tag line change is considered as the first big creative move from Honda ad agency RPA after losing the Acura creative account to Mullen and its media-buying account to MediaVest.
Accavitti told Automotive News in an interview that "the idea is that it's not a car, it's a relationship." He noted that Honda owners give names to their cars more than owners of any other brand. Accavitti said that through the new tag lines, they will show "what is so special about owning a Fit, Accord, Odyssey or whatever." The tag line will first appear in the fall ad campaigns for the Honda Civic, Accord, Odyssey and CR-V and will run through the fall.
Accavitti said the tag line may extend beyond fall if it catches on. He, however, said that the new tagline is not intended to be a broad brand declaration like BMW's "Ultimate Driving Machine." He clarified that the new tagline will not replace "The Power of Dreams" as Honda's global brand message.
According to Accavitti, Honda's overall marketing strategy would concentrate on "lifestyle and psychographics," instead of specific age groups. He remarked that they are seeing gains in their business since they are "not getting hung up on Gen Y." Accavitti remarked that they are "getting good representation with boomers and Gen Y, and both those groups' psychographics intersect with Gen X."