How This Ad Made Avis Rental Cars A Household Name
In the late 50s and early 60s, the car rental business was booming, and Hertz quickly became the top rental car company in the US by leveraging key marketing principles. Meanwhile, Avis struggled to compete until they approached advertising genius Doyle Dane Bernbach. DDB’s innovative campaign, "We Try Harder," embraced Avis's No. 2 position and revolutionized their brand image. This bold move resonated with people, leading Avis to its first profitable year in over a decade.
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