“We pluck the lemons; you get the
plums”. Volkswagen was not insisting they sold lemons with this
1960 ad. (The word “lemon” meaning “dud” or “no good”
and “plum” representing “the good one”.) Rita Selden proposed
the word “lemon”. The slogans “Think Small” and “Lemon”
were not the intentions in the way to go. The intended way to go for
the Volkswagen ad was “Willkommen”. Carl Hahn, the client, he
thought the idea was too German. Carl Hahn wanted the ad to be
American as “Apple Strudel”.
Another twist to this 1960 ad was that
the advertising company was Jewish. A Jewish company helping Germans
sell their car. A car Hitler invented. Initially, DDB were
unenthusiastic about the opportunity. George Lois of DDB was quoted
as saying : “We have to sell a Nazi car in a Jewish town”
This 1960 Volkswagen ad has to be the
most famous ad in advertisement history. When this ad came out people
hated it. To be honest the car and ad was honest. It was a cheap,
economical, and foreign car. Weather people hated or loved it, they
were still taking the time to talk about it. This ad brought sales up
25%. To this day in 2013, people still talk about this famous ad.
http://www.brandstories.net/2012/11/03/vw-beetle-story-lesson-in-brand-persona-development/
http://www.writingfordesigners.com/?p=1731
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