To Boost Sales, Saturn Rethinks Itself—Again

In its new marketing campaign, GM's Saturn brand hopes a more sophisticated approach will attract women buyers
Saturn VUE. Getty Images

It wasn't an easy conclusion to reach for Eric Hirshberg, the chief creative officer of ad agency Deutsch, Los Angeles, which has been the guardian of Saturn advertising for the past 15 months. But he realized last fall that the sometimes schmaltzy small-town, almost Hallmark card personality that launched Saturn in the late 1980s finally had to go the way of Bob Dole's White House aspirations. Hirshberg says that extensive research the agency conducted in the last six months showed the "heartfelt" approach doesn't work to sell the products Saturn is selling today. "We found out that we need to take a deep breath and move on."

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