Anchored in these insights, Brandtrust and RAM evolved the brand position to more directly welcome women without isolating core buyers. By celebrating the strength that was already inside the women of RAM, this approach unlocked and capitalized on an existing but undervalued brand strength.
This evolved approach ignited a new era for Dodge RAM, not just Dodge RAM with women. It informed an award-winning campaign (Women of RAM: The Courage is Already Inside) that helped to inspire breakthrough growth for the brand. In the three years following the engagement, female ownership nearly doubled, while RAM enjoyed standout levels of overall category growth, including outselling Chevrolet Silverado for the first time and becoming the number one truck brand and truck brand with women.