Dodge, America’s mainstream performance brand, and SRT, the ultimate performance brand, are launching a new tagline that captures the passion, attitude and spirit of the entire brand. “Domestic. Not Domesticated.” is being rolled out this weekend and will be integrated into all of Dodge and SRT brand communications across multiple platforms and consumer touch points, including television, print, digital, web, social and experiential.
“Warning,” the first TV spot with the new tagline debuts Sunday, July 31 on “Comedy Central Roast” and features the Dodge Charger SRT Hellcat, Challenger SRT Hellcat and Durango R/T. The tagline is also integrated in a new “Dodge Challenger SRT Hellcat – Unleashed (Episode One)” video debuting July 29 on the brand’s YouTube channel.
“Every brand has its own DNA and Dodge’s bloodline is built on performance, passion and attitude,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “’Domestic. Not Domesticated.’ embodies what Dodge stands for as a proud American performance brand. Our cars show off some very American traits – big, fast, powerful, fun to drive – all while being a completely valid choice as a safe and reliable family vehicle. Simply put, when you drive a Dodge, you don’t have to compromise. You can grow up without giving up.”
“Performance is as much an attitude as it is a measurement,” said Tim Kuniskis, Head of Passenger Cars – Dodge, SRT, Chrysler and FIAT, FCA – North America. “We not only build performance cars, we challenge the mundane and champion the un-boring. ‘Domestic. Not Domesticated.’ is as much a state of mind as it is about the performance of our vehicles. It perfectly captures the spirit of Dodge and SRT.”
The “Domestic. Not Domesticated.” tagline was created in partnership with Austin, Texas-based GSD&M, the new Dodge brand agency-of-record.
The tagline first appeared in a Dodge print ad appearing in ESPN The Magazine’s 2016 “Body Issue,” released earlier this month.
With the exception of the “Born Dodge” tagline used in the brand’s 100th anniversary communications, including recent Dodge Brothers advertising campaigns, Dodge has not had an overall brand tagline in many years. Individual campaigns for specific vehicles had their own taglines, such as “New Rules” and “Don’t Touch My Dart” for two different Dodge Dart ad campaigns.