November 9, 2006
SUV Branding: Mitsubishi Plans to "Out Everything"
If you pick up your November issue of Car & Driver or Autoweek, you'll see that Mitsubishi plans to “Out Everything” the competition with a new ad campaign based on the word "out". The campaign underscores how the new Outlander Compact SUV outclasses and outperforms its competition, according to Mike Nash, director of advertising, Mitsubishi Motors North America.
The company has launched a website, www.outeverything.com, to further communicate its branding message. The emphasis of the campaign is on the performance heritage of the company and the superiority of the Outlander model, and I think "outeverything" communicates that well.
The true test will be whether the 2007 Outlander Compact SUV will indeed "OutFast," "OutBlast," and "OutMusic" its competition in consumers' minds.
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