Volkswagen's 'Think Small'

Definition

Volkswagen's 'Think Small' was a groundbreaking advertising campaign launched in the 1960s, focusing on the Beetle and promoting simplicity, practicality, and a counter-cultural approach to consumerism. This campaign effectively shifted consumer perceptions of automobiles, emphasizing the virtues of being modest and practical rather than flashy and extravagant. It played a significant role in establishing Volkswagen's brand identity as one that values authenticity and straightforwardness.

5 Must Know Facts For Your Next Test

1. The 'Think Small' campaign was created by the advertising agency Doyle Dane Bernbach (DDB), which revolutionized advertising with its creative approach.
2. This campaign helped the Volkswagen Beetle become an emblem of the 1960s counter-culture, symbolizing simplicity and rebellion against consumerism.
3. Instead of focusing on luxury or speed, 'Think Small' highlighted the reliability and efficiency of the Beetle, resonating with budget-conscious consumers.
4. The campaign used humor and self-deprecation, appealing to consumers' sense of authenticity and relatability in a time when flashy cars were the norm.
5. 'Think Small' not only boosted Volkswagen's sales in the U.S. but also influenced future advertising strategies across various industries by emphasizing meaningful brand messaging.

Review Questions

• How did Volkswagen's 'Think Small' campaign redefine consumer perceptions of automobiles during the 1960s?
  • Volkswagen's 'Think Small' campaign redefined consumer perceptions by positioning the Beetle as a practical, affordable, and reliable option in contrast to the luxury cars dominating the market. It appealed to a growing desire for simplicity and authenticity during a time of social upheaval, making modesty desirable. This change helped consumers see value in practicality over ostentation, leading to a significant cultural shift in automotive marketing.
• Discuss the impact of the 'Think Small' campaign on Volkswagen's overall brand identity and how it influenced modern marketing strategies.
  • 'Think Small' had a profound impact on Volkswagen's brand identity by establishing it as a champion of simplicity and authenticity. This campaign not only differentiated Volkswagen from competitors but also influenced modern marketing strategies by showcasing the power of emotional storytelling, humor, and self-awareness. Brands now recognize the importance of connecting with consumers on a deeper level rather than merely promoting products based on features.
• Evaluate the long-term significance of Volkswagen's 'Think Small' campaign in shaping advertising practices beyond the automotive industry.
  • 'Think Small' has had lasting significance beyond just Volkswagen or the automotive industry; it set a precedent for how brands can effectively communicate their values and engage with consumers. The focus on relatability, humor, and embracing an anti-establishment sentiment has inspired countless campaigns across various sectors. This shift towards authenticity in advertising reflects changing consumer expectations, where brands are now held accountable for aligning with their stated values, fostering genuine connections rather than superficial ones.

Related terms

Brand Identity: The collection of all brand elements that a company creates to portray the right image to its consumer.

Counter-Culture Marketing: A marketing strategy that appeals to consumers who reject mainstream societal values, often aligning with alternative lifestyles or ideologies.

Iconic Advertising: Advertising campaigns that are highly recognized and often referenced due to their cultural impact and effectiveness.