Alexandre
Alfa Romeo wants to make its mark with thehe advertising campaign for its new SUV, the Alfa Romeo Juniorby calling on Pedro González Alonso, the actor behind the Berlin character in La Casa de Papel. A strategic choice far from insignificant, aimed at capturing the attention of a younger audience. But why this character, and what does this choice reveal about Alfa Romeo's marketing strategy?
More than just a technical ad: an emotional connection
The campaign, entitled "Learn to Love Againmarks a break with traditional automotive advertising focused solely on performance or technical specifications. Alfa Romeo takes an emotional approach. The Italian brand wants to rekindle the passion of its existing customers while opening up to new ones. a new generation who may not yet be familiar with Alfa Romeo's heritage.
Using Berlin, a charismatic and iconic figure from the hit series La Casa de PapelAlfa Romeo is making a strong statement: the new Junior SUV is not just a vehicle, but an object of desire. The Berlin character, known for his audacity, charisma and refinement, embodies the image the brand wishes to project through its model. The SUV is designed for those who don't just follow the rules, but want to stand out from the crowd.
A campaign that appeals beyond the "Alfistas
Designer Alejandro Mesonero-Romanos made it clear several months ago: the Alfa Romeo Junior is not just for brand purists.. In this campaign, Alfa Romeo is aiming for a much broader target, a market segment hitherto little explored by the Italian brand. The new SUV is intended to compete directly with Mini and Audi models, brands that are very popular with the younger generation.
The choice of Berlin, and by extension Pedro Alonso, aims to appeal to a younger audience, trend-setting and pop-culture enthusiasts. Young adults, especially millennials and Generation Z, represent a key segment that the brand is trying to capture. Alfa Romeo understands this: these consumers don't always know the Alfa story, but they are sensitive to the image and values a brand conveys. This is where Berlin comes in, with its aura of self-confidence, sophistication and non-conformism, qualities that resonate strongly with this generation.
Berlin, a character that speaks to men and women alike
If we take a closer look at Berlin's character, her complex charisma is an asset that speaks to both men and women in this target group. For menBerlin represents an ideal of power, control and leadership, values that many people want to see in their vehicles. The new SUV thus becomes a symbol of mastery of the road, in the image of Berlin, who masters every situation on the road. La Casa de Papel.
For womenBerlin also embodies a combination of strength and refinement, a duality that seduces. In choosing this character, Alfa Romeo is subtly sending a message to women: the Junior is not just a powerful SUV, it's also elegant, sophisticated, and aimed at those looking for a vehicle capable of accompanying them in their daily lives with style.
An offensive to win over a new audience
Alfa Romeo makes no secret of its ambitions. With the launch of the Junior SUV, the brand aims to win customers from competing brands. By teaming up with a La Casa de PapelAlfa Romeo speaks directly to young adults, who are more inclined to associate a brand with lifestyle and values than with its history.
The use of Berlin in this campaign is a way for Alfa Romeo to enter modern popular cultureto connect emotionally with a generation that values independence and non-conformity, and aspires to boldness, elegance and performance.
A calculated marketing choice
Berlin chosen for Alfa Romeo Junior advertising campaign a calculated approach to repositioning the brand for a new generation who may not know its past, but are ready to embrace a car that is stylish, daring and refined. Alfa Romeo wants to enter the world of young consumers by drawing on one of today's pop culture icons, while remaining true to its DNA.
Alfiste.
Nice speech, but reality? Personally, I don't know Berlin. Why not, but nowadays there's no advertising or promotion, there's almost no Tonale advertising, and we're not even talking about the Stelvio and Giulia, where there never was any.
Showrooms that aren't premium at all.
Alfiste, I love Alfa, my wife is Mini. Nothing to see, but a scale times a thousand.
When I go with my wife to Mini ( BMW )the welcome, the class, have absolutely nothing to do with it.
Big, big work to do at Alfa.
No better 👌
Of course there were ads for the Giulia and Stelvio. In fact, they were magnificent.
This spot, very well done nonetheless, would have been a real success if associated with the Giulia or the Stelvio! At least from the point of view of an Alfist passionate or sensitive to the brand!
Here, the string is a little too thick, and once again we can only deplore the grotesque discrepancy between the promise and the proposed reality.
We can't say that this car isn't aesthetically pleasing, but from there to falling in love....there's an insurmountable chasm!
I've seen Renault Captures in this identical red livery, and from a distance you could have seen a Junior!
Ditto following MG4s !!!! Too bad 🙄
It's a beautiful STELLANTIS, period. So yes, there is the 280hp electric Veloce, but sales will probably be anecdotal!
The problem is the association with the new "Puretech" which, apart from replacing the belt with a chain, I'm not sure has really been made reliable. And despite the fact that the Puretech label has been removed too! Ah, the rascals at STELLANTIS! 😅
So yes, an SUV designed primarily for non-enthusiasts.
I confess I'll be going to see it soon to make up my own mind beyond the many articles I've read on the web.
Ah yes, yes, yes, I'm completely positive that I don't find it aesthetically successful, far from it...
I totally agree with you about the Alfa dealerships since the Stelantis takeover. My Alfiste heart bleeds, I hope that Alfa soon returns to its DNA. For the moment, I'm with Mazda and the reception is just fine.
Alfist since 1979, I'm about to switch to Mazda as well.
I didn't leave the brand at the time of corrosion, nor under Fiat's takeover.
There was still the Italian soul, but now the worst predictions are coming true, and with a heavy heart I say bye-bye!
Quo vadis Alfa Romeo !!!!!!!!
Meine Güte was war Ich für ein Alfa Freak.. leider waren die Autos extrem unzuverlässig u die nächste Werkstatt für mich, 45km weg.. heute besser u man könnte problemlos bei Opel, Renault, Citroen oder Peugeot reingehen. Den Einheitsbrei mit 3 Zylinder Motoren hat kein Alfa verdient
I no longer have any feelings for cars, and I advise everyone to follow the same path. A long journey towards detachment. To the point of asking myself: what do I really need? I had to replace my car. The plethoric choice of models, most of them insignificant from the classic premium and generalist manufacturers, didn't convince me. Nothing new, nothing exciting. And lots and lots of bad products: shoddy hybrids, pure-tec engines, mercos with Renault engines... crazy inflation. A carastrophic after-sales service on my Giuglia, punctuated by an argument with my garage stellantis, and a quasi formal notice, finished off my last feelings. I said to myself, I don't want to waste any more time and money on brands that have nothing left, they're empty. What do I need? Comfort, reliability, space, peace of mind, performance, innovation... and I found it. Especially when I'm told that there's no service, that everything is designed for people with a capital G, that everything is simple! She comes from the other side of the Atlantic, her name begins with T. Next to her I have my beloved Giuglia, whom I still leave in the garage, the last Italian heiress in my heart, but who is aging badly, Marchione hasn't kept his promises, yet again. This will be the end, and it too will be replaced by another sister from across the Atlantic with the T logo. Yes, when you think about it, it's the logical consequence of the failings of the directors of a brand with such a glorious past, but now very, very distant. So Berlin... he got a good fee, but Stellantis lost the opportunity to make an Italian ad for an Italian. Fault of taste, technical fault, strategic fault, fault of being human, who cares! Ciao Alfa!
Das ist kein ALFA ROMEO!
SUV... schon wieder einer. eine fettbauchige Karikatur. so etwas will ich nicht. by.