Mercury Marketing Push Focuses on Millennials


Mercury Marine is unrolling its first new advertising campaign in six years, and it has a specific audience in mind: Millennials. The boat engine and motor maker’s “Go Boldly” campaign will seek to connect with the millennial generation emotionally by highlighting adventure, rather than by focusing on technical features as in the past.

This is Mercury Marine’s first effort since 2011’s “The World Before You, Mercury Behind You” campaign. Throughout 2017, “Go Boldly” will feature two 30-second TV spots, a collection of 15-second commercials, and digital and social media outreach. This appeal to the next generation of boaters is being led by Michelle Dauchy, who joined Mercury last year as chief marketing officer. Dauchy told AdAge that the budget for this campaign exceeds previous amounts.

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