Jaguar aims to jumpstart brand with ‘Alive’ marketing campaign

Article by Anita Panait, on March 13, 2012

Jaguar launched its new face with its worldwide marketing campaign dubbed “Alive,” with a great emphasis on the United States market. So, what is new with Jaguar? The campaign called for Jaguar to change its logo, vehicle badges and dealer signs. Adrian Hallmark, Jaguar global brand director, said that Jaguar is a brand at the beginning of a “rebirth and a relaunch," adding they have developed an all-new brand positioning, which is effectively a brand “reset."

Part of the campaign is to require the brand’s U.S. dealers to change signs and logos as part of new facilities standards, which are currently being developed, according to David Pryor, brand vice president of Jaguar North America.

Starting with the 2013 model year, all of Jaguar’s new, redesigned and freshened models will carry a new growling Jaguar face that will be incorporated into the grille, hubcaps and centre of the steering wheel. The brand will also update the leaping cat on the back of the vehicle and the Jaguar logo on the side vents.

Jaguar has set no time frame yet on when the rebranding will be completed but it has already commenced the “Alive” multimedia marketing campaign in February on YouTube and Facebook.

The company’s advertisements started appearing in the US on TV this week and national print ads in April. The campaign portrays Jaguar as an emotion-arousing brand with a commercial that asks, "How alive are you?". This major global marketing campaign is Jaguar's first since it was bought by Tata Motors from Ford Motor Co. in 2008.

To finance the marketing effort, Tata Motors doubled Jaguar's 2012 U.S. marketing budget from 2011, Pryor revealed, adding that the U.S. is a strategic market for the brand. According to Kantar Media, Jaguar spent $19.5 million on marketing in the first nine months of 2011.  Pryor revealed that although “Alive” is a global campaign, Pryor said that the U.S. marketing team was heavily involved and the commercials were produced and shot in the United States. Jaguar has tapped Spark44 of London for its U.S. and global marketing.

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