Volkswagen Lemon
In the
mid 1960’s Volkswagen was going through tough times while trying to sell the
new Volkswagen beetle. Consumers thought it to be small, ugly and the area
where it was constructed was unethical. Seeming as WWll was only 15 years prior;
Americans had a hard time buying a car that was made on a Nazis plant. People didn’t
want to relive that nightmare. However; Volkswagen with the help of a fabulous
ad campaign reached out and with each flaw they had a reverse effect for the positive.
Yes, the car was small, but small was in, small was popular. “Two famous print
ads illustrate this. One featured a small picture of the car with the headline
"Think small." Text highlighted the advantages of driving the small
Beetle vs. a big car.” This was just one
of the many ad slogans associated with the beetle. The main ad that everyone
was thriving about was the “lemon” ad.
This ad redirected the way people thought about advertising.
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