• by Tanya Gazdik , Yesterday

Jeep, which is in midst of an activation featuring 12 special edition vehicles in 12 months, enlisted theSkimm for a very appropriate tie-in. 

The email featuring the third Jeep Wrangler to be unveiled went out to subscribers on Monday.

The Wrangler 85th Anniversary special edition is a vehicle that hearkens back to the 1990s. The plaid interior is a nod to the plaid jacket that Alicia Silverstone’s character Cher Horowitz wore in "Clueless," the iconic 1995 movie where she drove a white 1994 Jeep Wrangler YJ.

Jeep chose theSkimm “due to its affluent, millennial and female-forward audience, and because the newsletter strikes a balanced tone that is witty in nature, conversational and unpretentious," said Wendy Orthman, vice president, Jeep brand marketing, Stellantis North America. 

The partnership allowed a full-ownership moment (100% share of voice) in a dedicated email to the entire Daily Skimm list (more than 5 million), she added. 

“We believed that the focus on the plaid interior of the 85th Anniversary Edition is a unique element to this specific drop that would resonate to this audience, therefore we tailored our creative specifically to highlight this feature, in addition to the Wrangler's open-air freedom,” Orthman tells Marketing Daily. 

This is the first time that Jeep has worked with the theSkimm, and  the brand will be evaluating the activation’s performance, she says. 

“As always, we will continue to look throughout the entire media landscape for partners, big and small, with unique and engaged audiences to further connect them with our Jeep story,” Orthman says. 

Each new Jeep Wrangler drop will be supported through the yearlong marketing campaign “Operation Airdrop,” designed to run across the brand’s digital and social media channels. The program began in November.