Chrysler takes Ram to Wal-Mart

Chrysler Group's Ram truck brand plans on expanding its experiential advertising into Wal-Mart stores across the country this fall, executives said during a Web chat with journalists this morning.

The promotion will be in "thousands of Wal-Mart stores" and will integrate another of Ram's partners, Mossy Oak camouflage, said Marissa Hunter, head of Ram advertising, during the chat.

"We recognize the alignment between truck buyers, the hunting/fishing lifestyle and Wal-Mart," Hunter said. "We are working on promotion that brings all three together."

Hunter declined to comment on further details of the program. A Wal-Mart spokesman was unavailable for immediate comment.

Ram also announced today that it will launch two new commercials for its "Code of the West" advertising campaign.

The campaign — created by the Richards Group, a Dallas advertising and marketing agency — and was rolled out earlier this summer.

Actor Sam Elliott will still lend his voice to the advertisements as Ram continues to build its brand identity. It was spun off from Dodge in 2009.

Hunter said: "The role of these spots is twofold. First, continue to create overall awareness about the capability of the full Ram lineup. Second, do so in a manner that inspires consumers to think differently about the Ram Truck brand."

Through the first seven months of 2011, Ram brand U.S. sales were up 25 percent. Fred Diaz, CEO of the Ram brand and Chrysler de Mexico, said during the chat that he expects sales to continue to grow for the rest of the year.

He said: "The fourth quarter always represents a key selling season opportunity for commercial business which historically increases commercial sales by up to 50 percent."