12 September 2000

Mercedes Benz has launched the US campaign for its new C-Class sedan with the carpe diem slogan “Live. A Lot”.

Magazine ads will appear in publications such as Vogue, and are designed to appeal to upwardly mobile thirtysomethings, representing a move towards a younger market.

The company wants to cut the average age of C-Class buyers from 48 to 42 by attracting younger customers whom Ken Enders, vice president of marketing at Mercedes Benz USA, describes as "new moderns" and "aggressive moderns." He added "We really look at this as an absolutely unbelievable opportunity for the Mercedes brand".

The campaign will take up nearly a third of Mercedes’ ad budget over the next year.

News Source: CampaignLive (UK)