Mitsubishi wants you to know that it cares about the environment as much as it cares about you in its vehicles. Yesterday Mitsubishi announced its love and care with a new tagline:

Drive@earth

It is intended to convey two big ideas:

1. Automobiles connect us to the world

2. A new emphasis on environmental issues

The tagline is really an announcement of a renewed focus for the company as they reinvent their business plan, recognizing that automakers have a special responsibility to build a sustainable partnership with the environment.

Some have said that it doesn’t roll off the tongue the way Mazda’s Zoom-Zoom does. True, but is the company interested in attracting four-year-olds or adults? This tagline is much more meaningful than Zoom-Zoom, appealing to what is top of mind for consumers right now–the earth.

And how often does anyone say or hear the tagline as opposed to reading it? We usually see taglines in our ever-increasingly visually based world. The @ symbol is part of our culture and is as “hip” as any punctuation mark has ever been (with the exception of the bracket, which has come unto its own in the past couple of years as a cool design element).

Source: AutoblogGreen

Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause and relationship marketing. More…

Article Tags: environment | green marketing | Mazda | messaging | Mitsubishi | tagline
Filed under: Branding, Green Marketing, Strategy, Taglines, Visual Identity