Jeep is coming back this summer, and they’re bringing the late King of Pop Music with them! It’s no secret that the summer is an important time of year for Jeep, and they’re launching a new marketing effort that will feature the late Michael Jackson’s unreleased single, Love Never Felt So Good. Olivier François, Chief Marketing Officer of Chrysler Group LLC, admits he pounced on the “huge opportunity” to link the Jeep brand to a “priceless” unreleased Jackson song (McCarthy). “Jeep is an American icon as much as Michael Jackson is an American icon. Jeep is timeless as much as Michael Jackson is timeless”, said Francois. He also stated that the move made sense both from a strategic and advertising perspective. The May 13 release of the new Jackson album meshed nicely with his plan to launch a more stylish second-tier campaign around Jeep’s key summer selling season that went more for the heart than the wallet (McCarthy). The new single will be played in Jeep’s “Call of Summer” commercial. To view the commercial, check out our home page.
McCarthy, Michael. “Jeep Brings Back Summer — and Michael Jackson — in New Push.” Auto News. Crain Communications, Inc., 8 May 2014. Web. 09 May 2014.