New Jeep Ad Campaign: Have Fun Out There

Chrysler Group announced a new tagline for the Jeep brand - here's the press release:

The Jeep® brand announced today it is launching a new brand advertising campaign on July 1 that will take advantage of the brand's expanded seven-vehicle lineup, its 66-year heritage of 4x4 off-road capability and the inherent joy of driving Jeep vehicles. "Have fun out there. Jeep®" is the new brand advertising tag line.

The new ad campaign is designed to strengthen the already-legendary image of the brand and bring more buyers into the Jeep owner base, one of the most loyal in the industry. While the campaign's primary message is that driving the brand's sport-utility vehicles provides a unique-to-Jeep fun, it will also emphasize that, with an expanded lineup of seven Jeep vehicles, "Now there's a Jeep vehicle for you," said John Plecha, Director - Jeep Marketing & Global Communications.

Jeep Sued Over "Choose Your Own Adventure" Ad Campaign

As if we didn't see this coming... A Vermont publishing company has filed a lawsuit of Chrysler Jeeps new "Choose Your Own Adventure" ad campaign. Here are the details:

A children's book publisher filed suit against DaimlerChrysler AG, saying its new ad campaign for the Jeep Patriot infringes on the trademark of "Choose Your Own Adventure," a popular series of books.

The Jeep ads use the tagline: "Choose Your Adventure." A spokesman for Chrysler said he was shocked the suit was filed, and that the parties had been negotiating in hopes of reaching a settlement.

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"What we feel is that Jeep is trying to piggyback on the really positive associations of adventure and opportunity and choice that the former fans -- the original fan base -- had associated with 'Choose Your Own Adventure,'" said Shannon Gilligan, president of Waitsfield-based Chooseco. "They're trying to imbue the Jeep Patriot with that."

Jason Vines, a spokesman for Auburn Hills, Mich.-based Chrysler Group, maker of the Jeep, Dodge and Chrysler brands, said the company -- which was served with a cease-and-desist request March 16 -- had offered to link the publisher's Web site to the Jeep site.

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