Volkswagen – “Think Small” Campaign (1960s)

Volkswagen’s “Think Small” (1960s): The Campaign That Changed Advertising Forever

In the 1960s, Volkswagen launched the “Think Small” campaign, an ad that not only transformed the perception of the brand but also revolutionized the entire advertising industry. At a time when bigger was seen as better, and American cars dominated the market, Volkswagen’s bold and minimalist campaign dared to challenge the norm. The “Think Small” ad didn’t just sell cars; it sold a new way of thinking, creating one of the most successful and iconic ad campaigns in history.

The Challenge: Marketing a “Small” Car in a “Big” Car Market

During the 1960s, the American automobile market was saturated with large, flashy vehicles, which symbolized prosperity and success. Volkswagen, a German company, was trying to sell its Beetle—a small, compact car that was vastly different from the gas-guzzling giants on American roads. The challenge was clear: how could Volkswagen convince Americans that driving a small, quirky car was a smart choice?

The Genius Behind “Think Small”

Enter Doyle Dane Bernbach (DDB), the advertising agency tasked with rebranding Volkswagen for the American market. Instead of trying to compete with the size and power of American cars, DDB embraced the Beetle’s uniqueness. The “Think Small” campaign flipped the narrative on its head by proudly celebrating the car’s small size, turning what was once seen as a disadvantage into a benefit.

The print ad itself was revolutionary. It featured a minimalist layout with a small image of the Beetle surrounded by plenty of white space. The headline, “Think Small,” was simple yet profound. The copy that followed explained how the Beetle’s small size made it more efficient, economical, and practical—perfect for the modern, forward-thinking consumer.

Breaking Advertising Conventions

Volkswagen’s “Think Small” ad broke nearly every advertising convention of its time. While most car ads were loud, boastful, and focused on luxury, power, and size, “Think Small” was quiet, humble, and honest. It didn’t try to oversell the product or hide its flaws. Instead, it addressed the realities of the car’s design head-on and turned them into selling points.

This approach resonated with a growing segment of consumers who were tired of traditional advertising’s over-the-top promises. The ad appealed to people’s intelligence and sense of practicality, presenting the Beetle as the smart choice in an age of excess.

The Impact: A New Era of Advertising

The “Think Small” campaign was an overwhelming success. It helped Volkswagen not only establish a strong foothold in the U.S. market but also become a beloved brand. Sales of the Beetle skyrocketed, and the campaign is credited with changing the way cars were marketed to Americans.

But beyond its success for Volkswagen, “Think Small” had a lasting impact on the advertising industry itself. It marked the beginning of a more thoughtful, consumer-focused approach to marketing. The campaign demonstrated that honesty, humor, and simplicity could be far more effective than flashy visuals and empty promises. It showed that connecting with consumers on an emotional level and appealing to their values could drive brand loyalty and trust.

Lessons for Modern Brands

The “Think Small” campaign remains a timeless example of how clever, insightful advertising can change perceptions and create lasting brand value. It teaches modern brands the importance of authenticity and creativity in communication. Instead of conforming to industry standards, sometimes the best approach is to challenge the status quo and embrace what makes your product different.

At MyHoardings, we believe in the power of bold, creative thinking that drives real results. Whether you’re launching a new product or rebranding an existing one, we can help you craft campaigns that speak to the hearts and minds of your audience.

For customized advertising strategies that can make your brand stand out, contact us:

• Email: business@myhoardings.com
• Phone: +91-9953847639
• Website: www.myhoardings.com

Let’s create campaigns that inspire, just like Volkswagen’s “Think Small.”