The Beetle, a “compact, strange-looking automobile”, was manufactured in a plant built by the Nazis in Wolfsburg, Germany, which was perceived to make it more challenging to sell the vehicle (being that the car was designed in Nazi Germany). “Fifteen years after World War II, the United States had become a world and consumer superpower and cars began to be built for growing families with Baby Boomer children and “Americans obsessed with muscle cars”. “Think Small” was an exercise in minimalism and thus a very accurate reflection on the product itself. Conceived by Helmut Krone and Julian Koenig, this campaign is what many consider to be one of the best advertising schemes of the 20 th century. The “Think Small” campaign was developed in 1959 for advertising the Volkswagen Beatle. The ad, and the work of the ad agency behind it, changed the very nature of advertising–from the way it’s created to what you see as a consumer today” (Odgen). It’s the 1960s ad campaign for the Volkswagen Beetle. There have been many recognizable ad campaigns over the past century, from Norelco’s television ads with santa sledding down the hill to the red and yellow M&M’s but “one campaign did much more than boost sales and build a lifetime of brand loyalty.
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