DaimlerChrysler Corp.: Jeep campaign
Rebecca StanfelOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, The Chrysler Corp. merged with German automaker Daimler-Benz to create DaimlerChrysler. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had encountered intense competition as the...