• Brandweek, Monday, March 27, 2006 11:45 AM

Dodge doesn't want baby boomers to buy its new Caliber car. It wants baby boomers' kids to buy it. That's why the automaker is launching an ad campaign targeting the 25- to 35-year-old market, employing mostly emerging media outlets to find the hard-to-reach group. The campaign includes advertising on youth-oriented Web sites like myspace.com, theonion.com and officepirates.com, while a print campaign will run in publications like Maxim, Spin and Mad magazines, all geared toward young males. "The children of the baby-boomer market is a bigger [group] than the baby-boomer market," said George Murphy, senior vice president-global marketing for Chrysler Group. "And it is an elusive target." The Caliber is a five-seat, four-door hatchback with a chilled glove compartment, MP3 adapter, and rear drop-gate that holds speakers for tailgate parties. Dodge, like its competitors, has had little success in securing a base among youthful buyers. Industry wide, the average new-car buyer is 48 years old.

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