At a recent press briefing for the new Cadillac ad campaign, Caddy global marketing director Liz Vanzura might have exposed herself to being a little too close to the research. In describing two of Caddy’s most promising customer targets, “alpha males” and “hot Moms,” Vanzura said that her boss, Caddy brand chief Jim Taylor, perfectly embodied the “alpha male,” a guy who is successful and walks into the dealership knowing what he wants and more than the salesperson about the engine and performance specs. Not to leave anyone out, she also said that sales and marketing boss Mark LaNeve, who put her in the Caddy job, also embodied the “alpha male.”
When she got around to describing “Hot Moms,” women who are successful in their careers and who also raise kids, she offered up, albeit somewhat sheepishly and in a half-volume…um….herself!….as a good example of a “Hot Mom.”
Is there are another sub-target they left out—maybe “well-monied narcissistic?”
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