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Saturn Shifts Strategy with New TV Campaign (Visit this link)
Saturn, which built its image around customer care, introduces a new advertising tagline in a brand TV campaign breaking today. Saturn, part of General Motors, is replacing its current ad tagline "It's different in a Saturn" with "People First." The automaker decided to drop the tagline because it wanted to explain the "It's different" positioning in better detail, said Scott McLaren, advertising manager at the brand. "People understood it, but it lacked some definition."
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