Is Saturn’s Advertising Working?
September 4, 2007 by Susan Gunelius
Filed under Marketing
Back in May of this year, Saturn launched a new advertising campaign that focuses on the slogan “Rethink American.” That slogan is often cleverly coupled with another “Rethink” phrase to create what Saturn hopes is an attention-grabbing and brand revitalizing campaign. Well, the ads have been out for a few months now, and I have to question whether or not they’re working.
First, I have to agree with Laura Ries who published a post about Saturn at Origin of Brands in late August where she writes that Saturn’s problem is not its advertising but its branding. I have to expand on that by saying I think their problem lies not just in their branding but in their entire unfocused strategic plan.
Let’s face it, the Saturn brand started out in the early 1990s as a different way to buy a car – no haggling, no gimmicks, just what you see is what you get at a fair price with great customer service. They even used a tagline that hyped their position as different from other car companies with “A Different Kind of Company. A Different Kind of Car.”
I bought my first Saturn in 1994 after my sister bought one and raved about her buying experience and subsequent service. I bought another in 1996 and convinced other people to buy a Saturn as well. However, in the late 1990s things started to change at Saturn. Word-of-mouth advertising did a lot to boost sales and create a favorable brand reputation for Saturn in the early 1990s, but by the end of the decade, Saturn was looking more and more like every other car dealership. They were losing their differentiation and their focus.
Now, they’re floundering to find themselves again. Will “Rethink American” help Saturn find their way? Unfortunately, I think it will take a lot more than a tagline to turn things around. If Saturn is hanging their hopes on this ad campaign, I think they’re going to be disappointed. Particularly with ads that combine the slogan with phrases like “Rethink Excess.” A car purchase is a big ticket item with a highly emotional attachment. I think the copy, “Rethink Excess,” regardless of its context, has a negative connotation. I feel the same way about the copy used in the billboards pictured in this post that says, “Rethink Fast Lane” and “Rethink Value.” I think both lines of copy create a negative feeling.
What do you think about Saturn’s “Rethink American” campaign? Do you think they’ve hit a home run or missed the mark with this campaign?
I believe the slogan fits with the mental state of Americans.
Americans are currently in a stage were they are uncertain of the country’s future.
The slogan fits with 2008 upcoming election and our country participating in fighting global warming. Therefore, “Rethinking America” is Saturn’s way of not only participating in America’s politics but also using it for their 2008 line.
Remember one of the biggest times for car selling in America is during President’s Week and next year will be a big one since it’s also an election year.
If they use this upcoming election to their advantage they will succeed with this slogan.
Saturn was able to create a lot of buzz and fan fare with it’s differentiated 90’s approach: “A Different Kind of Company. A Different Kind of Car.”
Brand managers need to rethink their current approach and return the brand back to it’s humble, differentiated, and very customer-focused approach.
I agree with you 100%, Latarsha. I was a loyal Saturn customer in the mid to late 1990s when Saturn really did treat its customers differently than any other car company. As that differentiation was lost and Saturn became more and more like every other car company, my loyalty diminished and I haven’t purchased another Saturn since 1996.