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Ram Truck Brand Focuses on Female Audience in Marketing Campaign

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Miranda Lambert Ram Commercial

Miranda Lambert is helping Ram appeal to female buyers

There’s no denying that pickup trucks are typically thought of as a guys’ vehicle. Even though a lot of women drive them, too, truck brands typically appeal to the male demographic, rather than considering their other customers. Now, though, Ram is looking to change that.

The Ram Truck brand is breaking the marketing mold by looking to appeal to the large female pickup truck buyer market—and it’s doing so with the country music scene.

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Ram has continually made the effort to build relationships with female country music stars like Miranda Lambert and Kellie Pickler, broadening its appeal to the female audience. It has offered consumers exclusive concerts and a variety of behind-the-scenes type of content to create a relationship with women.

The cherry on Ram’s female-focused marketing sundae, though, was its recent television spot that showcased the courage of women, starring Miranda Lambert, an all-female cast, and a female narrator.

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VIDEO: Watch Ram’s Female-Focused Television Commercial

By using these marketing tactics, Ram has helped increase the number of women who purchase pickup trucks. Hopefully, the industry will soon see pickup trucks as more than a male-oriented mode of transportation.

News Source: Automotive News (subscription required)