Dodge sponsors 'lingerie bowl'
12-10-2003, 04:31 PM
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Dodge sponsors 'lingerie bowl'
Models to hit gridiron in 'lingerie bowl'
By David Kiley, USA TODAY
DETROIT — The marketing mind behind Chrysler's (DCX) sponsorship of a lingerie fashion show and football game featuring models during halftime of the Super Bowl belongs to a woman.
Julie Roehm, 33, mother of two young children, is steadfast in her defense of the "sex sells" strategy.
Roehm says Dodge's recent foray into frat-boy marketing — it includes an ad that had two men at urinals talking about how size matters in a truck — is aimed at reaching young males with money. They are buyers who are increasingly elusive to traditional television and print ads but critical to Dodge's future.
"Everywhere I look is another news story about 'Where have all the young men gone?' " Roehm says. "We have to be able to reach them."
In the January "lingerie bowl," two teams of models will play football in sports bras, panties and lots of padding. They'll also walk the runway in garter-belts, fishnet stockings and such during a fashion show that's part of the program, which will be a pay-per-view event during halftime of the Super Bowl.
Car companies typically steer clear of events and ads seen as risqué, because the automakers sell not only horsepower-laden sports cars and trucks aimed at young men, but also minivans and station wagons aimed at families.
"Howard Stern has a huge audience. But I wouldn't advertise my cars or fashion brand on his radio show, because where and how you advertise is as important as how many people you reach," says marketing consultant Dennis Keene.
Roehm says she doesn't think the event denigrates women. She compares it with the Sports Illustrated swimsuit issue. "It's not as if they will be running around in their underwear. ... That's been misunderstood in the hype of the event," she says. Although the models will wear lingerie during their football game, they'll be wearing enough pads to cover a lot of it.
The lingerie bowl follows a series of ads with sexual overtones that brought attention to Chrysler.
Roehm says young men overwhelmingly liked the ad in which men at urinals discuss the importance of size in referring to a Dodge Hemi engine. But beyond that, it scored 250% higher for likeability among women than the auto industry average for ads, she says.
Roehm credits edgy, youth-oriented advertising for helping spur sales of the more powerful — and pricier — Hemi engine. Chrysler thinks half of buyers eventually will choose Hemi when it's available.
Last year, a Chrysler minivan ad played on the idea of spouse swapping, and another had a mother explaining to her daughter how her sister was conceived in the car.
Those ads drew fire from the Family Research Council, a Washington-based social policy lobbying group. It called on its members to complain to Chrysler. The ads eventually were changed.
The group might also protest the lingerie bowl. Spokeswoman Genevieve Wood notes that proceeds from the pay-for-view event will go to the American Foundation for AIDS Research. "This kind of advertising would seem to promote promiscuity, so it seems hypocritical to give the money to AIDS research," she says.
Chrysler's market share has fallen to 12.8% this year, 20% below where it was in 2000. Dodge's share is 7.4%.
"When you have smaller market share, you have to market with a strong point of view if you want to raise that share," says Roehm, who recently was promoted to oversee Chrysler and Jeep communications, as well as Dodge.
By David Kiley, USA TODAY
DETROIT — The marketing mind behind Chrysler's (DCX) sponsorship of a lingerie fashion show and football game featuring models during halftime of the Super Bowl belongs to a woman.
Julie Roehm, 33, mother of two young children, is steadfast in her defense of the "sex sells" strategy.
Roehm says Dodge's recent foray into frat-boy marketing — it includes an ad that had two men at urinals talking about how size matters in a truck — is aimed at reaching young males with money. They are buyers who are increasingly elusive to traditional television and print ads but critical to Dodge's future.
"Everywhere I look is another news story about 'Where have all the young men gone?' " Roehm says. "We have to be able to reach them."
In the January "lingerie bowl," two teams of models will play football in sports bras, panties and lots of padding. They'll also walk the runway in garter-belts, fishnet stockings and such during a fashion show that's part of the program, which will be a pay-per-view event during halftime of the Super Bowl.
Car companies typically steer clear of events and ads seen as risqué, because the automakers sell not only horsepower-laden sports cars and trucks aimed at young men, but also minivans and station wagons aimed at families.
"Howard Stern has a huge audience. But I wouldn't advertise my cars or fashion brand on his radio show, because where and how you advertise is as important as how many people you reach," says marketing consultant Dennis Keene.
Roehm says she doesn't think the event denigrates women. She compares it with the Sports Illustrated swimsuit issue. "It's not as if they will be running around in their underwear. ... That's been misunderstood in the hype of the event," she says. Although the models will wear lingerie during their football game, they'll be wearing enough pads to cover a lot of it.
The lingerie bowl follows a series of ads with sexual overtones that brought attention to Chrysler.
Roehm says young men overwhelmingly liked the ad in which men at urinals discuss the importance of size in referring to a Dodge Hemi engine. But beyond that, it scored 250% higher for likeability among women than the auto industry average for ads, she says.
Roehm credits edgy, youth-oriented advertising for helping spur sales of the more powerful — and pricier — Hemi engine. Chrysler thinks half of buyers eventually will choose Hemi when it's available.
Last year, a Chrysler minivan ad played on the idea of spouse swapping, and another had a mother explaining to her daughter how her sister was conceived in the car.
Those ads drew fire from the Family Research Council, a Washington-based social policy lobbying group. It called on its members to complain to Chrysler. The ads eventually were changed.
The group might also protest the lingerie bowl. Spokeswoman Genevieve Wood notes that proceeds from the pay-for-view event will go to the American Foundation for AIDS Research. "This kind of advertising would seem to promote promiscuity, so it seems hypocritical to give the money to AIDS research," she says.
Chrysler's market share has fallen to 12.8% this year, 20% below where it was in 2000. Dodge's share is 7.4%.
"When you have smaller market share, you have to market with a strong point of view if you want to raise that share," says Roehm, who recently was promoted to oversee Chrysler and Jeep communications, as well as Dodge.
12-10-2003, 04:33 PM
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12-11-2003, 08:22 AM
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Another related artcile on DCX's edgy ads:
Thursday, December 11, 2003
Will DCX's racy marketing tactics pay off? Stay tuned
By Doron Levin / Bloomberg News
It’s hard to miss DaimlerChrysler AG’s daring marketing tactics as the automaker struggles to win converts and attention for its U.S. brands.
Last year, other automakers gasped when DaimlerChrysler paid $14 million to singer Celine Dion to add some class to the Chrysler brand. The effort fell flat, helping to cost marketing chief Jim Schroer his job.
Schroer's replacement, Joachim Eberhardt, says he’s not a fan of celebrity endorsements.
DaimlerChrysler, meantime, is sponsoring the latest in a series of edgy TV commercials, including one with two men discussing the Dodge Durango sport utility vehicle as they stand at a urinal.
The commercials support an aggressiveness typified by the Dodge division's slogan: "Grab Life by the Horns."
In January, Dodge hopes it will grab young male viewers with "The Lingerie Bowl" during halftime of the Super Bowl. Two teams of seven female lingerie models will play full contact football, attired primly in shorts and sports bras. The venue for the event hasn’t been decided yet.
The game will cost $20 to watch as viewers will switch to a pay-per-view channel. The automaker will contribute $40,000 from the proceeds to AIDS research.
The Washington-based Family Research Council, a conservative social policy lobby, has noticed DaimlerChrysler's risque bids for attention and asked its members to complain to the automaker.
DaimlerChrysler pulled a Chrysler minivan commercial last year that hinted at spouse-swapping.
"If you’re always afraid of offending, you’ll never do any great advertising," James Kenyon, a Dodge spokesman, said. "Dodge is comfortable being big, bold, powerful and a little in your face."
Whether the marketing will attract more customers than it repels remains the $64,000 question. Chrysler Group's biggest obstacle remains a legacy of below-average quality, durability and reliability, which it is trying to overcome.
Stuttgart, Germany-based DaimlerChrysler evidently believes it can’t afford to stand pat.
Since Daimler-Benz AG's $36 billion acquisition of Chrysler in 1999, the combined automaker has lost more than 3 points of U.S. market share, equal to about 500,000 fewer vehicles sold this year.
Dodge's macho posturing could confuse some adults with children, since families are the target audience for a new line of Dodge and Chrysler minivans.
Chrysler Group on Monday held a preview of the redesigned minivans, which feature fold-flat second-row and third-row seats.
"Minivans are family vehicles first and foremost," said Ann Fandozzi, director of marketing for family vehicles, which also includes the Chrysler Pacifica. "With all the ads out there, the first thing is to break through and get your message across."
Chrysler and Dodge minivan advertising will avoid raciness and stress the vehicle's usefulness to families. They will appear in media such as Good Housekeeping magazine.
The company introduced new minivans for 2001, but without fold-flat seats. The omission proved to be a glaring one, which potential customers noticed.
To maintain its position, Chrysler decided to spend $400 million on an 18-month engineering upgrade to ensure the vehicles remain competitive with those from Honda Motor Co. and almost every other automaker.
Chrysler gave birth to the minivan segment in the early 1980s when the automaker was independent and on the ropes financially.
Then the company needed more than just a new model, it need a new category to differentiate itself. Other automakers had toyed with minivans, though none dared build one.
As competitors rushed in with models of their own, Chrysler’s share dwindled slowly from 100 percent to its current 38 percent.
Today it’s still the segment leader, with more than twice the share of second-place General Motors Corp. Minivans are selling at about the rate of 1.2 million vehicles annually.
"What the Big Three has failed to do in segments like this one is to guard the franchise properly," said Andy Boyd, Honda’s manager of public relations in Torrance, Calif.
Thus, General Motors Corp., Ford Motor Co. and Chrysler, Boyd said, had to play catch-up after Honda in 1999 introduced its latest Odyssey minivan with a third row that folded flat. Later all manufacturers, foreign and domestic, copied the feature.
Sales of Honda’s minivan, which is highly rated by consumer publications, total only about a third of Chrysler’s.
Analysts point out, however, that the Odyssey commands a premium price, which helps Honda to achieve a hefty per-unit profit margin.
This fall, Honda will introduce its third-generation Odyssey. The company won’t say what special features it may include. Many in the industry expect the new Odyssey to include some innovation that could make rival automakers writhe with envy.
For the past five years, Honda’s gross profit margin -- net sales minus cost of goods sold, divided by net sales -- has averaged 29.2 percent. DaimlerChrysler’s average gross profit margin for the same period was 18.9 percent.
Except for the twenty bucks, I’d probably enjoy watching lingerie models as much as the next guy. Something tells me, though, that edgy TV events won’t be the factor that helps DaimlerChrysler’s minivans catch those from Honda.
Doron Levin is a colist for Bloomberg News. You can reach him at (248) 827-2942 or dlevin5@bloomberg.net
Thursday, December 11, 2003
Will DCX's racy marketing tactics pay off? Stay tuned
By Doron Levin / Bloomberg News
It’s hard to miss DaimlerChrysler AG’s daring marketing tactics as the automaker struggles to win converts and attention for its U.S. brands.
Last year, other automakers gasped when DaimlerChrysler paid $14 million to singer Celine Dion to add some class to the Chrysler brand. The effort fell flat, helping to cost marketing chief Jim Schroer his job.
Schroer's replacement, Joachim Eberhardt, says he’s not a fan of celebrity endorsements.
DaimlerChrysler, meantime, is sponsoring the latest in a series of edgy TV commercials, including one with two men discussing the Dodge Durango sport utility vehicle as they stand at a urinal.
The commercials support an aggressiveness typified by the Dodge division's slogan: "Grab Life by the Horns."
In January, Dodge hopes it will grab young male viewers with "The Lingerie Bowl" during halftime of the Super Bowl. Two teams of seven female lingerie models will play full contact football, attired primly in shorts and sports bras. The venue for the event hasn’t been decided yet.
The game will cost $20 to watch as viewers will switch to a pay-per-view channel. The automaker will contribute $40,000 from the proceeds to AIDS research.
The Washington-based Family Research Council, a conservative social policy lobby, has noticed DaimlerChrysler's risque bids for attention and asked its members to complain to the automaker.
DaimlerChrysler pulled a Chrysler minivan commercial last year that hinted at spouse-swapping.
"If you’re always afraid of offending, you’ll never do any great advertising," James Kenyon, a Dodge spokesman, said. "Dodge is comfortable being big, bold, powerful and a little in your face."
Whether the marketing will attract more customers than it repels remains the $64,000 question. Chrysler Group's biggest obstacle remains a legacy of below-average quality, durability and reliability, which it is trying to overcome.
Stuttgart, Germany-based DaimlerChrysler evidently believes it can’t afford to stand pat.
Since Daimler-Benz AG's $36 billion acquisition of Chrysler in 1999, the combined automaker has lost more than 3 points of U.S. market share, equal to about 500,000 fewer vehicles sold this year.
Dodge's macho posturing could confuse some adults with children, since families are the target audience for a new line of Dodge and Chrysler minivans.
Chrysler Group on Monday held a preview of the redesigned minivans, which feature fold-flat second-row and third-row seats.
"Minivans are family vehicles first and foremost," said Ann Fandozzi, director of marketing for family vehicles, which also includes the Chrysler Pacifica. "With all the ads out there, the first thing is to break through and get your message across."
Chrysler and Dodge minivan advertising will avoid raciness and stress the vehicle's usefulness to families. They will appear in media such as Good Housekeeping magazine.
The company introduced new minivans for 2001, but without fold-flat seats. The omission proved to be a glaring one, which potential customers noticed.
To maintain its position, Chrysler decided to spend $400 million on an 18-month engineering upgrade to ensure the vehicles remain competitive with those from Honda Motor Co. and almost every other automaker.
Chrysler gave birth to the minivan segment in the early 1980s when the automaker was independent and on the ropes financially.
Then the company needed more than just a new model, it need a new category to differentiate itself. Other automakers had toyed with minivans, though none dared build one.
As competitors rushed in with models of their own, Chrysler’s share dwindled slowly from 100 percent to its current 38 percent.
Today it’s still the segment leader, with more than twice the share of second-place General Motors Corp. Minivans are selling at about the rate of 1.2 million vehicles annually.
"What the Big Three has failed to do in segments like this one is to guard the franchise properly," said Andy Boyd, Honda’s manager of public relations in Torrance, Calif.
Thus, General Motors Corp., Ford Motor Co. and Chrysler, Boyd said, had to play catch-up after Honda in 1999 introduced its latest Odyssey minivan with a third row that folded flat. Later all manufacturers, foreign and domestic, copied the feature.
Sales of Honda’s minivan, which is highly rated by consumer publications, total only about a third of Chrysler’s.
Analysts point out, however, that the Odyssey commands a premium price, which helps Honda to achieve a hefty per-unit profit margin.
This fall, Honda will introduce its third-generation Odyssey. The company won’t say what special features it may include. Many in the industry expect the new Odyssey to include some innovation that could make rival automakers writhe with envy.
For the past five years, Honda’s gross profit margin -- net sales minus cost of goods sold, divided by net sales -- has averaged 29.2 percent. DaimlerChrysler’s average gross profit margin for the same period was 18.9 percent.
Except for the twenty bucks, I’d probably enjoy watching lingerie models as much as the next guy. Something tells me, though, that edgy TV events won’t be the factor that helps DaimlerChrysler’s minivans catch those from Honda.
Doron Levin is a colist for Bloomberg News. You can reach him at (248) 827-2942 or dlevin5@bloomberg.net
12-17-2003, 10:00 AM
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Wednesday, December 17, 2003
Dodge rethinks Lingerie Bowl sponsorship
By Brett Clanton / The Detroit News
DaimlerChrysler AG’s Dodge brand is reviewing whether it should drop its controversial sponsorship of the Lingerie Bowl 2004, a football game between models that will air at halftime of the Super Bowl, according to a person familiar with the plans.
Dodge’s sponsorship of the Feb. 1 event has been questioned because of its sexual overtones by a number of groups, including the Family Research Council, a Washington-based social policy lobbying group.
This week, company marketing officials spoke with dealers who also raised questions about the event, said the person familiar with Chrysler’s plans.
Chrysler Group spokesman Dave Elshoff declined to comment on whether there is an ongoing internal review but acknowledged dealers have expressed concerns.
"There are no imminent plans to change course" and drop out of the event, he said.
In the game, two teams of models will play football in sports bras, tight shorts and pads. They’ll also walk the runway in lingerie during a fashion show that is part of the pay-per-view event.
After the initial backlash, Chrysler officials have asked Lingerie Bowl producer Horizon Productions Inc. to tone down the suggestive content of the game.
Some proceeds were to go to the American Foundation for AIDS Research but the group last week said it would not accept money raised by the Lingerie Bowl. Dodge is looking for another charity willing to accept a donation, Elshoff said.
The event is expected to draw 40 million TV viewers and an additional 50 million online viewers.
The controversy comes as Chrysler is facing criticism for suggestive television commercials including one for the Dodge Durango featuring two men standing at urinals talking about the importance of size.
You can reach Brett Clanton at (313) 222-2612 or bclanton@detnews.com.
Dodge rethinks Lingerie Bowl sponsorship
By Brett Clanton / The Detroit News
DaimlerChrysler AG’s Dodge brand is reviewing whether it should drop its controversial sponsorship of the Lingerie Bowl 2004, a football game between models that will air at halftime of the Super Bowl, according to a person familiar with the plans.
Dodge’s sponsorship of the Feb. 1 event has been questioned because of its sexual overtones by a number of groups, including the Family Research Council, a Washington-based social policy lobbying group.
This week, company marketing officials spoke with dealers who also raised questions about the event, said the person familiar with Chrysler’s plans.
Chrysler Group spokesman Dave Elshoff declined to comment on whether there is an ongoing internal review but acknowledged dealers have expressed concerns.
"There are no imminent plans to change course" and drop out of the event, he said.
In the game, two teams of models will play football in sports bras, tight shorts and pads. They’ll also walk the runway in lingerie during a fashion show that is part of the pay-per-view event.
After the initial backlash, Chrysler officials have asked Lingerie Bowl producer Horizon Productions Inc. to tone down the suggestive content of the game.
Some proceeds were to go to the American Foundation for AIDS Research but the group last week said it would not accept money raised by the Lingerie Bowl. Dodge is looking for another charity willing to accept a donation, Elshoff said.
The event is expected to draw 40 million TV viewers and an additional 50 million online viewers.
The controversy comes as Chrysler is facing criticism for suggestive television commercials including one for the Dodge Durango featuring two men standing at urinals talking about the importance of size.
You can reach Brett Clanton at (313) 222-2612 or bclanton@detnews.com.
12-17-2003, 11:01 PM
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Dodge is dropping its sponsorship of the Lingerie Bowl, calling the brand's association with the controversial event "a distraction." The company announced its pullout on Wednesday afternoon.
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12-19-2003, 11:56 AM
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Thursday, December 18, 2003
Dodge drops Lingerie Bowl
Criticism prompts automaker to pull game sponsorship
By Brett Clanton / The Detroit News
Pack up the bras and panties. Dodge has tossed the Lingerie Bowl.
Dodge pulled its sponsorship Wednesday of the pay-per-view TV event that will match up teams of underwear-clad women playing football during halftime of the Super Bowl. Critics, including consumer groups and Dodge dealers, have attacked the event as sexist.
“Dodge brand’s sponsorship of the Lingerie Bowl has become a distraction,” George E. Murphy, a top marketing executive at DaimlerChrysler AG’s Chrysler Group, Dodge’s parent, said in a statement.
Mitch Mortaza, executive producer of the event, said in a statement that he was “disappointed” by the decision, “especially since we were led to believe they were behind it 110 percent.” Mortaza said the event will go on as planned.
It’s the latest marketing controversy for Dodge, which came under fire earlier this year for a TV ad showing men at a urinal talking about the size of the Dodge Durango.
Detroit Dodge dealer Andrew Ricci is glad to be rid of the Lingerie Bowl.
“Any publicity is good publicity,” Ricci said. “But not when you’re trying to lure customers in to buy vehicles.”
Last week, the American Foundation for AIDS Research, which was to receive some proceeds from the Lingerie Bowl, said it would not accept money raised by the event.
Dodge drops Lingerie Bowl
Criticism prompts automaker to pull game sponsorship
By Brett Clanton / The Detroit News
Pack up the bras and panties. Dodge has tossed the Lingerie Bowl.
Dodge pulled its sponsorship Wednesday of the pay-per-view TV event that will match up teams of underwear-clad women playing football during halftime of the Super Bowl. Critics, including consumer groups and Dodge dealers, have attacked the event as sexist.
“Dodge brand’s sponsorship of the Lingerie Bowl has become a distraction,” George E. Murphy, a top marketing executive at DaimlerChrysler AG’s Chrysler Group, Dodge’s parent, said in a statement.
Mitch Mortaza, executive producer of the event, said in a statement that he was “disappointed” by the decision, “especially since we were led to believe they were behind it 110 percent.” Mortaza said the event will go on as planned.
It’s the latest marketing controversy for Dodge, which came under fire earlier this year for a TV ad showing men at a urinal talking about the size of the Dodge Durango.
Detroit Dodge dealer Andrew Ricci is glad to be rid of the Lingerie Bowl.
“Any publicity is good publicity,” Ricci said. “But not when you’re trying to lure customers in to buy vehicles.”
Last week, the American Foundation for AIDS Research, which was to receive some proceeds from the Lingerie Bowl, said it would not accept money raised by the event.
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