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America's Hottest Brands

Wrangler Proves There's Only One Jeep

By Published on .

As the saying goes, there's only one Jeep. And the brand has done well lately, with overall sales up an astounding 44% this year through October, to 339,526 units, according to Automotive News.

But when it comes to models, the star is Wrangler, the best-selling Jeep-branded vehicle in the U.S. this year, with 101,820 units moved through October.

And Wrangler isn't letting up on the gas. In a branding coup, it paired up with the arrival of this season's most-anticipated video game, Activision's "Call of Duty: Modern Warfare 3" -- which fits neatly with Jeep's military resume. Jeep is introducing a real-world, limited-edition model tied to the game, in which Wrangler appears virtually.

Jeep TV ad
Jeep TV ad

The videos for "The Toughest Vehicle in the World ... Any World" campaign -- which also integrates billboard and print ads -- were created by GlobalHue in Detroit. The promotion is the sequel to last year's Jeep/"Call of Duty" partnership. The marketing, which Ad Age estimates cost about $10 million, wraps in an online sweepstakes contest on Facebook and TV spots that incorporate live action and game footage.

Another special-edition Wrangler, called the Arctic, is due late this month. The two-door version starts at $32,669.

Jeep maintains a high profile at Chrysler, with media spending totaling $265.3 million last year, up 71% from 2009, according to Ad Age DataCenter research.

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