RAM Launches Spanish Ad Campaign

September 21, 2016


The 2016 RAM 1500

The 2016 RAM 1500

National Hispanic Heritage Month kicks off this week and the RAM brand is honoring this month with the launch of their new Spanish-language multicultural and multinational campaign. The campaign launched at the beginning of September with the “Boss” television and digital campaign. Keep reading for more information!

“A quarter of RAM truck sales last year were driven by multicultural growth, and Hispanics accounted for the highest rate of growth for the brand among all demographic groups.  Marketers must understand the lens through which multicultural consumers see brands. Hispanics are more likely to be self-employed, to be ‘their own bosses,’ which is why RAM is telling a story in this campaign that integrates cultural values and insight to connect with these consumers.” said Juan Torres, Head of Multicultural Advertising, FCA US LLC. “

The “Boss” focuses on the innovations of the RAM 1500 Limited while tying it to the strength, capability, power, and efficiency the brand shares with the Latin cultures. The automaker teamed up with the two-time Latin Grammy-winning rock band, La Vida Boheme, and used their song “La Bestia” for the campaign.

“Trucks are one of the top-selling segments among U.S. Latinos, and the RAM 1500 and RAM 2500 are among the most popular models,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “It is important that we reach Hispanic auto-buying consumers with relevant marketing strategies that not only accurately depict the brand, but also authentically capture the lives of such an influential consumer. The ‘Boss’ campaign does this in a way that makes an emotional connection and seamlessly integrates the RAM 1500 into the story.”

You can check out the RAM 1500 for yourself at Pischke Motors of La Crosse near the Onalaska, WI area. We have other new and pre-owned RAM vehicles available as well, so we hope to see you soon!


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