Ram hooks up with Wal-Mart for fall promotion, announces new TV ads

(August 12, 2011) In 2009 the Dodge Ram pickup got its own division within Chrysler and became just the Ram. Life has been good for the new division with the Ram truck picking up awards here and there and earning strong reviews.

Sales have also be on the upswing and to reenforce the brand image and its new "Code of the West" campaign, Ram has announced two new Western-themed television spots that will debut nationwide in September.

And it was also revealed on Thursday that Ram plans on expanding its experiential advertising into Wal-Mart stores across the country this fall.

The promotion will be in "thousands of Wal-Mart stores" and will integrate another of Ram's partners, Mossy Oak camouflage, said Marissa Hunter, head of Ram advertising, during a Web chat with journalists.

"We recognize the alignment between truck buyers, the hunting/fishing lifestyle and Wal-Mart," Hunter said. "We are working on promotion that brings all three together."

Hunter declined to comment on further details of the program.

The two new commercials for its "Code of the West" advertising campaign were created by the Richards Group, a Dallas advertising and marketing agency.

Actor Sam Elliott will still lend his voice to the advertisements as Ram continues to build its brand identity.

Hunter said: "The role of these spots is twofold. First, continue to create overall awareness about the capability of the full Ram lineup. Second, do so in a manner that inspires consumers to think differently about the Ram Truck brand."

The first features a Ram pickup running through the desert with wild horses and touts the truck's 20-miles-per-gallon fuel-economy average.

The second features its Power Wagon model climbing a rocky hill, challenging competing trucks to follow it.

Both are part of the "Code of the West" marketing campaign, heavy on Old West imagery, that the company launched earlier this year. Think gunslingers and tumbleweeds.

Watch Guts, Glory, Ram Ad Campaign

Through the first seven months of 2011, Ram brand U.S. sales were up 25 percent. Fred Diaz, CEO of the Ram brand and Chrysler de Mexico, said during the chat that he expects sales to continue to grow for the rest of the year.

He said: "The fourth quarter always represents a key selling season opportunity for commercial business which historically increases commercial sales by up to 50 percent."

Sources: Chrysler, The Detroit News, Automotive News