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CME LAUNCHES CHRYSLER'S JEEP GRAND CHEROKEE WITH ADVERTISING TO DEBUT DURING WINTER OLYMPICS

CME LAUNCHES CHRYSLER'S JEEP GRAND CHEROKEE WITH ADVERTISING TO DEBUT
 DURING WINTER OLYMPICS
 SOUTHFIELD, Mich., Feb. 5 /PRNewswire/ -- Chrysler Corporation (NYSE: C) will launch the new Jeep(R) Grand Cherokee with an intriguing multi-phase advertising plan. The first phase, consisting of four 15-second spots, debuts Saturday, Feb. 15, during the Winter Olympics.
 The new campaign, created by Campbell-Mithun-Esty (CME) Advertising, will reinforce the legendary "go-anywhere" reputation of Jeep while positioning Grand Cherokee as the new standard in sport utility vehicles for on-road ride, handling, comfort and performance.
 "In the last year, we've found ourselves having to share a market we once owned," said L.W. Baker, general manager of the Jeep and Eagle Division. "The advertising campaign for Grand Cherokee is designed to let us recapture 'Jeep Country.'"
 Built around the themeline "The New Jeep," the advertising focuses on the traditional tough, rugged Jeep image while exploring the new level of luxury, technology and comfort found in the latest member of the Jeep family.
 To emphasize those Jeep qualities, the 15-second spots in the tease campaign suggest that nature has been waiting millions of years for the "next generation" of sport utility vehicles. One spot says, "Manawaipuna, 3.6 million years in the making. It should be ready just in time for The New Jeep." Other spots parallel the number of years spent creating Mount Kilimanjaro, the Namib Desert and the Polar Ice Cap with the coming of The New Jeep.
 The tease campaign recaptures the Jeep brand's position as the authentic, premier and legendary sport utility vehicle, without showing the vehicle.
 "The advertising allows us to be bold in the tease phase, and as you will see later, boastful in the launch," Baker added.
 In addition to the four 15-second spots, there are two print ads which compliment the overall theme and reaffirm the Grand Cherokee's position.
 "Specifications" shows how Chrysler has built The New Jeep with more than just the traditional specifications. The one-page ad will appear in the March issue of auto enthusiast publications such as Automobile, Car and Driver, and Motor Trend.
 The other ad, "Detailed Look," will reveal more of The New Jeep by talking about key product benefits. The spread will debut in the April issues of six major automobile magazines.
 -0- 2/5/92
 /NOTE: Tapes are available upon request by calling Eileen Wunderlich, 313-746-8400. CONTACT: Eileen Wunderlich, 313-746-8400, or Jodi Smith, 313-746-8340, both of Campbell-Mithun-Esty for Chrysler/
 (C) CO: Chrysler Corporation; Jeep and Eagle Division; Campbell-Mithun-Esty ST: Michigan IN: AUT ADV SU:


SB-SM -- DE015 -- 7185 02/05/92 12:23 EST
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Publication:PR Newswire
Date:Feb 5, 1992
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