Cadillac drops tagline, seeks younger buyers

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General Motors Corp.'s Cadillac is dropping the much-criticized "The power of &" from its tagline, Automotive News reported Jan. 29, as part of an ad overhaul to interest younger buyers. Cadillac also will dump magazines aimed at older audiences in favor of tech titles like Wired, but a spokeswoman would not specify which magazines would be cut because the publishers had not yet been contacted. Kim Kosak, Cadillac's director of advertising and promotion, said the brand will continue to use "The fusion of design & technology" but is dropping "The power of &" because "confusion was high, likability was low." Bcom3 Group's D'Arcy Masius Benton & Bowles, Troy, Mich., is creating a new campaign for 2002, which Ms. Kosak said "will get more emotional. It will be about likability, American life, warmth."

Copyright January 2001, Crain Communications Inc.

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