Honda has recently started a new brand marketing campaign focused on its SUVs and trucks. The campaign highlights its vehicles including the Passport and Pilot SUVs and the Ridgeline pickup truck. Honda's goal is to portray its SUVs and trucks as more rugged. The impetus is because the market for trucks is expanding, and although Honda's vehicles have always had excellent capabilities, the company wants to demonstrate that the SUVs and trucks "can face most any challenge en route to that next great adventure."
The campaign will be executed across multiple channels. The first will be commercials featuring actor and WWE superstar John Cena, who is the new voice of the brand. John Cena was chosen because of his popularity, particularly being known for toughness and strength which fits with the image Honda is attempting to give to its SUVs and trucks.
Commercials will be featured during high-profile national sporting events, such as the NBA finals, NFL games, and college football games. They will also be on cable networks including TBS, Bravo, and TNT, as well as streaming platforms such as Hulu, NBC Universal, Watch ESPN, and FOX Sports Go. The campaign will also reach media platforms such as Amazon, Spotify, and Tripadvisor, as well as social media platforms such as Pinterest, Snapchat, and Reddit. The campaign will additionally include a Spanish-language version.
I believe that this will be an effective campaign for Honda to increase its SUV and truck sales if the market for these vehicles is increasing. John Cena is a very popular brand ambassador who definitely personifies strength and toughness. It also appears that Honda will effectively reach its target audience (assuming to be outdoorsy, nature-loving individuals) by having advertisements across sports channels, broad media platforms, and social media.
Source: https://www.prnewswire.com/news-releases/honda-gets-rugged-in-new-brand-campaign-301149146.html
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