Chrysler,Jim Gaffigan,Minivan

Chrysler Builds on Pacifica's 'Dad Brand' with a 'Kids' Brand' in Digital Campaign

November 1, 2016
in Kids

Chrysler considers its marketing campaign for Pacifica with Jim Gaffigan a big success, and now it’s added a completely different kind of digital element that the brand’s brain trust believe will extend the winning streak for the new minivan. “We’re about four months into volume retailing, and we’ve picked up 20 points of market share in the segment,” Timothy Kuniskis, Fiat Chryslers Head of Passenger Car Brands, told me. “We wanted to get right into the features and benefits in our marketing campaign, and that’s what Gaffigan allowed us to do—instead of getting six to nine months into the launch and then talking about features.” Now, adding to the message of the...

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