Smart Cookie Consulting
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Such a great ad campaign - Volkswagen: Think Small (1960) Many marketing and advertising professionals like to call Volkswagen's "Think Small" campaign the gold standard. The campaign set out to answer one question: How do you change peoples' perceptions not only about a product, but also about an entire group of people? See, Americans always had a propensity to buy big American cars -- and even 15 years after WWII ended, most Americans were still not buying small German cars. So what did this Volkswagen advertisement do? It played right into the audience's expectations. You think I'm small? Yeah, I am. They never tried to be something they were not. The Lesson: That's the most important takeaway from this campaign: Don't try to sell your company, product, or service as something it's not. Consumers recognize and appreciate honesty.