"To position the Kia Borrego as a new type of SUV, we created a print insert featuring an unbranded Borrego and stickers of six different grills—each with a different emblem. Readers were encouraged to select the grill sticker they felt best suited the SUV and place it on the image of the Borrego. By doing so, we challenged the preconceptions of what it means to be a luxury SUV. While making a case for the Kia Borrego—a loaded SUV starting at $27,000."
