Jeep’s new ad campaign—“This Is Jeep Country”—aims to strengthen the brand’s positioning and give dealers a more unified marketing platform amid growing competition in the SUV segment.
First things first: The advertising and marketing campaign—unveiled Wednesday (Sept. 9)—“celebrates the freedom, grit and spirit” that have defined Jeep for 85 years and pays tribute to the millions of Jeep drivers and enthusiasts who have helped establish the brand, reads the official press release.
“This Is Jeep Country” is being launched across television, digital, social and experiential channels and platforms.
It features vehicles across Jeep’s portfolio, including the Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and all-new Jeep Recon.
Media spots for the campaign include NFL and college football, in addition to Tier II advertising and digital/CTV/streaming on Disney+, Paramount+, Max and Peacock.
What they’re saying: “This campaign is rooted in our brand belief, ‘Jeep. There's Only One,’ but it brings that belief to life in a new way,” newly appointed Jeep CEO Branden Coté told CDG News, via email. “Rather than focusing on a specific vehicle, capability story or product launch, ‘This Is Jeep Country’ creates a broader cultural platform for the brand.”
Why it matters: A unified campaign spanning Jeep’s entire lineup gives dealers a broader marketing platform to reach customers across multiple SUV segments, while providing consistent messaging they can use locally to differentiate the brand and help drive showroom traffic and sales.
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Between the lines: In a market where competitors can claim similar features, technology, and capability, “This Is Jeep Country” leans into Jeep’s heritage and community to differentiate the brand and help drive sales, said Coté.
Three key selling points of the campaign include Jeep being the original SUV, “America's SUV,” and a brand with an established community—all laddering back to one idea: “Jeep. There's Only One,” the Jeep CEO noted.
It also aims to reiterate that “Jeep Country” isn't a place; it's a mindset that unites owners, enthusiasts, and future customers around a shared sense of freedom, adventure, and belonging.
The campaign also focuses on capturing Jeep’s 85-year heritage and the capability of its vehicle lineup, with every showroom, event, and customer interaction serving as an opportunity to reinforce the campaign’s key selling points, added Coté.
“This campaign provides a unifying platform that dealers can activate locally through their people, communities, and customers,” said the Jeep CEO. “It gives them a powerful story backed by 85 years of heritage, unmatched capability and one of the most passionate owner communities in the industry.”
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