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Chrysler Still Milking Imported From Detroit Message

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On: Wed, Mar 16, 2011 at 5:18PM | By: Chris Weiss

Chrysler Still Milking Imported From Detroit Message

I was just starting to forget about Chrysler's heralded "Imported From Detroit" ad. In fact, I bet there are many people who have not only forgotten the ad, but who have forgotten who won the Super Bowl during which the ad debuted. And right on cue, Chrysler has offered a little reminder of its stark, compelling ad campaign with a new line of "Imported From Detroit" clothing.

The clothing gets a brand new logo, which features a [presumably blue collar worker's fist wrapped around the Chrysler wings with the "Imported From Detroit" tagline surrounding it. The logo adorns a line of clothing that includes hooded sweatshirts, t-shirts, and beanies.

After releasing the first-ever two-minute Super Bowl commercial—a commercial that included dramatic narration about the city of Detroit and an appearance by Detroit son Eminem, Chrysler put an initial batch of "Imported" clothes up for sale last month. Despite charging a very un-"to-hell-and-back" $30 for each shirt, Chrysler sold out within hours, though it didn't specify how many units it had actually sold. At the time, the company promised that more styles were on the way, and now it's made good on the promise.

It seems that Chrysler has learned that if you're going to pillage customers in the name of a gritty, rise-from-the-depths ad campaign, you could at least do something for someone with the money. The company will give part of the proceeds (an unspecified part) to four Detroit-area charities: Eminem's own The Marshall Mather's Foundation, Boys & Girls Club of Southeastern Michigan, Habitat for Humanity Detroit, and Think Detroit PAL.

Olivier Francois, president & CEO of Chrysler Brand and Lead Executive for Marketing for Chrysler Group LLC, explained the overdue move: "We hope that by partnering with these charitable organizations people will be encouraged to wear their ‘Imported from Detroit’ merchandise proudly knowing that a portion of the proceeds will go to programs and initiatives that contribute to the fundamental development of the children of Detroit and the communities in which they reside."

Yes, that sure will be better than wearing it thinking "I just paid 30 bucks to advertise for a company that already owes me money."

Prices are $29 for t-shirts, $55 for zipped hoodies, $48 for hooded pullovers, $22 for women's tank tops, and $20 for beanies. Check out the line here.

And if these sell out as fast as the first ones, Chrysler hints that there will be more to come: "All of the products that are for sale on the brand website are offered as limited editions in order to introduce new designs and merchandise throughout the year."



Michigander | 9:08AM (Thu, Mar 17, 2011)

I know that we criticized the other logo for resembling the red-wings logo but... I'm not sure how I feel about the fist. I think I might of liked the first one better.

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