JEEP

OBJECTIVE

Establish a lifestyle brand through licensed merchandise that would resonate primarily with adults and young adults and encourage a stronger relationship with the core brand.

STRATEGY

Reinforce the connection of the Jeep brand to adventure and a rugged lifestyle with merchandise pertaining to outdoor life including apparel, jeans, camping gear, tents, backpacks and bags, hiking boots, watches and mountain bikes.

INNOVATIONS

Layering on children’s toys in 1997, the battery operated toy ride-on vehicle, Jeep Power Wheels, outsold the total number of Chrysler’s Jeep vehicles that were purchased that year. The Jeep mountain bike line won several accolades including the product extension award of the year.