The new campaign is the result of collaboration with the international agency SARK44, which Jaguar and Land Rover co-own. With it, the company aims to give a new impetus to its model revitalization program.
Jaguar and Land Rover, both owned by the Indian list of telegram users in belgium consortium Tata Motors, invest 1.8 billion euros annually in the development of product initiatives for the two brands.
First it was BMW and not long ago Mercedes Benz
Mercedes Benz has renewed its corporate image with the slogan created by its founder, Gottlieb Daimler, which has been used for campaigns since 2010. This slogan will be The best or nothing.
The Stuttgart-based multinational allows each of its national subsidiaries to translate the slogan into the domestic language. Company sources in Spain, however, confirmed that they will use the phrase in English. Until now, the company did not have a slogan at all.
The reintroduction of the slogan created by Daimler is part of the brand strengthening strategy introduced by the company's sales and marketing manager, Joachim Schmidt, who took up the post last September, replacing Klaus Maier.
In addition, the company has retouched the star that is the company's emblem, which has been restored to three dimensions and given a chrome finish.
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Schmidt is thus retracing much of the steps taken by his predecessor, who in 2007 decided to flatten the star, place it at the top of the advertisements, separate from the brand name (which would be at the bottom) and add a sound logo to the company's television commercials. This sound, which appeared at the end of each promotion, has been harshly criticised in Germany, the specialist newspaper Automotive News reported some time ago.
