Chrysler Minivans: The new originals. The launch of the 1996 NS series.

This paper describes the launch year of the new generation of Chrysler Minivans - the 1996 NS Series.
Agency: BBDO CanadaAuthors: Jack Daley, Bill Newbery and Neil McOstrich

Chrysler Minivans: The New Originals. The Launch of the 1996 NS Series.

EXECUTIVE SUMMARY

'The objective of all advertising is to buy new customers at a profit. Learn what your customers cost and what they buy... spend all of your ammunition where it counts.'

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The launch of a new product is inherently risky. The risk is even greater when the new product replaces a highly successful one. In packaged goods, famous brands reformulate at their peril. Yet even when a...

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