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Industry: Email Alert RSS FeedSuzuki: We Don't Just Market Cycles; Episodic campaign aims to extend bike attributes to brand's other vehicles.(News)
Advertising Age, October, 2006 by HALLIDAY, JEAN
Byline: JEAN HALLIDAY
jhalliday@crain.com
Suzuki sells cars too.
Owning up to the fact that it's best-known as a motorcycle brand, American Suzuki Motor Corp., for the first time since it began marketing both cars and cycles here in 1986, is beginning to link the two in an integrated blitz that breaks today on national TV cable networks.
It's a strategy the marketer didn't take lightly. "There were some people at our company and our ad agency concerned our motorcycle heritage would not be relevant to the car side,'' said Suzuki's Gene Brown, who arrived as VP-marketing in March from Nissan North America.
So the automaker directed Dentsu's Colby & Partners, Santa Monica, Calif., to research how far the ads could tie cycles...
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