Jaguar Changed Up its marketing with 'ALIVE' Campaign
While Jaguar experienced a changed in ownership four years ago, it did not diverge from its path of constantly evolving. Indian parent Tata purchased the brand from Ford and had moved full speed ahead, including making some futuristic changes to the vehicle, as well as to its marketing program. These upgrades in marketing involve the renowned leaping Jag logo, and the name "ALIVE" was given to the campaign
The new Jaguar Leaper logo now features a shiny metallic finish and "Jaguar" printed underneath it in the same shiny style. The text in the logo appears pretty similar to what is seen on the Jaguar XF and the Jaguar XJ. Jaguar is hoping this change might catch the eye of some potential new buyers. It also intends to create a bond between the brand and the consumer, while distinguishing it from its luxury counterparts. As Jaguar explains in a press release, the ads will "positio[n] the brand as animate - seductive, emotional, unique, energetic and high-performance - while asking consumers, 'How alive are you?'"1
The campaign will be viewed in print as well as online starting next month. After these mediums are released, it will hit TV. The idea is that print ads will inform and intrigue drivers. Headlines for these include, "Do One Thing That Scares You. Every Day," "Looks Like Somebody's Getting a New Jaguar" (alongside a sonogram image), and "Every Jaguar Can Do Things Machines Can't."
That concludes Jaguar marketing 101. We'll be here to keep you updated on all the latest comings Jaguar has to offer. For now, we invite you to visit our showroom to check our all the latest new Jaguar vehicles, here at Manhattan Jaguar NYC, conveniently located at 787 11th Ave. New York, NY 10019.