Ram to partner with Wal-Mart on pickups

Chrysler’s Ram Truck brand will partner this fall with Wal-Mart to promote its pickup trucks at stores across the USA. The “outdoor lifestyle” program is part of Ram’s “Code of the West” marketing campaign for its Ram pickups that seeks separate Ram from rivals.

The Ram marketing campaign recognizes the alignment between truck buyers, the hunting and fishing lifestyle and Wal-Mart, this promotion brings all three together.

Ram unveiled two new commercials with the tagline, “Guts. Glory. Ram.” The first spot features a Ram pickup driving through the desert with wild horses and touts the truck’s combination of power — a 390 hp. Hemi V8 — along with its 20 miles-per-gallon highway fuel economy. The second ad shows the Ram Power Wagon model climbing a steep, rocky hill. The commercials are due to air nationally in September.

“The idea is to create a campaign that separates Ram from competitors. The western theme reflects “a time when a handshake meant you gave your word, and working hard was respected and rewarded.”

Ram was split from the Dodge brand two years ago and the spin-off has allowed us to focus all of our creative advertising and social media efforts specifically toward truck buyers,” said Ram CEO Fred Diaz.

Sales of Ram pickups this year are up 25.9% through July, compared with a 7.7% rise for the best-selling Ford F-Series pickups and 7.2% for Chevrolet Silverado.

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