Managing director Rawdon Glover claims the brand “could never have” expected the scale of response it received upon launching the rebrand in November last year.
It was necessary to rebrand and Jaguar was “absolutely committed to the big leap” it needed to take, according to managing director Rawdon Glover.
Speaking at Advertising Week Europe today (2 April), Glover said the luxury car marque “could never have” expected the scale of response it received upon launching its new visual identity, campaign and logo in November last year.
“You’ve got to remember that for Jaguar, we were a brand that was largely becoming less and less relevant in today’s society. It wasn’t being talked about,” he said.
“To go from that to being the most talked about thing on the planet for three days, in terms of what’s trending on social media, was just beyond any of those expectations.”
