For Silverado campaign, Chevy gets playful in print

DETROIT — Marketers at Chevrolet might reasonably expect their redesigned Silverado pickup to make the cover of Truck Trend magazine.

But getting it on the front of February’s Bon Appetit took extra work.

It’s the product of a new print ad campaign that has the 2019 Silverado adorning mocked-up covers of special-interest publications that typically feature athletes, rock stars or rich desserts.

It’s also part of a strategy to goose growth of Silverado sales by appealing to nontraditional audiences in unconventional ways.

With the launch of the redesigned 2019 model beginning in the fall, Silverado’s U.S. sales were flat last year at just more than 585,000 units, while sibling GMC Sierra sales increased 0.7 percent.

That compares with a 1.4 percent gain for the segment-leading Ford F series and a 7.2 percent rise for the Ram pickup.

Brand loyalties run deep in the pickup market, so Chevy believes much of its future growth will come from new customers to the segment, and slightly younger ones, according to Sandor Piszar, Chevrolet truck marketing director.

So in addition to Motor Trend, ESPN and Sports Illustrated, Chevy bought out the covers of Bon Appetit, Rolling Stone, GQ, US Weekly, Southern Living and Texas Monthly.

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