Nissan North America: Winter adventures in the 2013 Nissan Pathfinder

Madelyn Dow

Campaign details

Brand owner: Nissan
Agency: Zócalo Group
Brand: Nissan North America
Country: The United States

Executive summary

As one of Nissan's foundational vehicles in popularity, sales and segment leadership, the Pathfinder has set the bar high for more than a quarter of a century. But as the previous-generation Pathfinder entered its seventh year in the market in 2012, sales were beginning to dwindle. Nissan wanted to evolve to meet the changing needs of its owners, while remaining true to the Pathfinder's origins as the perfect family adventure vehicle.

Nissan's legendary Pathfinder was getting a big makeover for the 2013 model year. The redesigned Pathfinder reinvented its popular SUV to appeal to customers looking for SUV capabilities with more passenger comfort, innovative technology and fuel-efficient performance, offering a new level of family enjoyment that is just right for today's real-world, everyday uses. Conveying and communicating this core message about the next-generation Pathfinder to potential consumers was a key component in the launch.