Experts say this is the best ad campaign of the 20th century.
One of the best ad campaigns of the 20th century changed the way brands related to their customers…
This brand kept their tagline for 50+ years:
In the 1960s, Hertz dominated the rental car market, and Avis trailed behind.
Then Avis did the unthinkable.
Paula Green, of the ad agency DDB, a woman copywriter in the sea of men, created the tagline:
“When you’re number 2, you have to try harder.”
This was the 60s.
American women barely had a voice.
Avis acknowledged that they were the underdog.
Ads in the 1960s didn’t do this.
They were all about bravado.
Dominance.
So DDB took and risk and said,
“Americans are tired of bravado.
They want honesty.”
They said Hertz is Goliath.
We’re David.
But DDB weren’t sure the new tagline would resonate…
So they waited and within a year, market share shifted in Avis’ favour.
Avis’ market share grew from 29% to 36%.
Hertz’s shrunk from 61% to 46%.
And Avis was profitable for the first time in 10 years.
So Avis leaned into their Underdog identity:
“We can’t afford to make you wait.”
“We can’t afford to have dirty ashtrays.”
“We try harder because we’re number 2.”
How long did it take before Hertz woke up?
4 years.
The takeaway:
The world is returning to honesty in advertising, or at least the perception of it.
Not every consumer wants polished and packaged.
Some are hungry for raw.
For real.
This is especially true for startups and challenger brands.
Lean into difference.
Lean into the product, features, process, belief that sets you apart.
Rather than building a brand, build a movement.
And invite users to build with you.
