{"id":24484,"date":"2025-09-03T14:40:02","date_gmt":"2025-09-03T14:40:02","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=24484"},"modified":"2025-09-03T15:29:53","modified_gmt":"2025-09-03T15:29:53","slug":"avis-marketing","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/avis-marketing\/","title":{"rendered":"How Avis Turned Second Place Into First Choice"},"content":{"rendered":"

In 1962, Hertz was the #1 rental car company in America, and it wasn\u2019t even close. Hertz held about 61 percent of the market, while Avis trailed with 29 percent. That gap kept Avis struggling financially and reputationally.<\/p>\n

Today, many companies find themselves in a similar position, trailing far behind competitors. Conventional advice is to hide that weakness. Yet Avis chose to lean into it, setting the stage for one of history\u2019s most effective ad campaigns.<\/p>\n

Here\u2019s what marketers today can learn from Avis\u2019s brilliant campaign, \u201cWe Try Harder.\u201d<\/p>\n

Background<\/h2>\n

In the 1960s, advertising was glossy, overpromising, and impersonal\u2014all things that Avis was not.<\/p>\n

In this polished bubble, brands leaned on glamorous photography, booming announcers, and lofty promises. Print ads sparkled with shiny cars and smiling families. TV spots assured consumers that every product would make their lives easier or happier.<\/p>\n

The default mode was aspiration, not honesty.<\/p>\n

This glossy approach made sense for market leaders. Hertz, with its commanding dominance in car rentals, emphasized scale and ubiquity. Its ads often projected confidence, reliability, and security, exactly what customers expected.<\/p>\n

But for Avis, that playbook didn\u2019t work. Repeating the promises of perfection only reminded audiences that they were smaller and less established than Hertz.<\/p>\n

\"Avis

Source: <\/span>SwipeFile<\/span><\/a><\/p><\/div>\n

That\u2019s why the company hired Doyle Dane Bernbach (DDB), the advertising agency known for honest and witty work. The agency had already disrupted the industry with Volkswagen\u2019s \u201cThink Small\u201d campaign<\/a>, which invited buyers to laugh at the Beetle\u2019s modest size instead of trying to push it as glamorous.<\/p>\n

Rather than mimic Hertz\u2019s gloss, DDB encouraged Avis to own its reality. They joined forces against the 1960s norm of polished ads, injecting fresh humanity into the brand\u2019s messaging.<\/p>\n

DDB\u2019s style cut through the clutter with straightforward, conversational messaging. The union created a brand voice grounded in human connection.<\/p>\n

The Big Idea<\/h2>\n

Avis and DDB embraced a rare move: they admitted being second-best.<\/p>\n

\"Avis

Source: <\/span>Campaign<\/span><\/a><\/p><\/div>\n

That candid moment sparked the iconic tagline: \u201cWhen you\u2019re only No. 2, you try harder.\u201d It spoke of clean ashtrays, prompt service, and friendly agents, all delivered with complete sincerity. The ads switched from boasting to confession with warmth and clarity.<\/p>\n

The tagline cut through hype and spoke plainly to both customers and competitors. The campaign did not call out Hertz directly, but it made the implications clear. The tone felt real, direct, and unexpectedly bold in that era.<\/p>\n

Within a year, Avis turned its finances around, going from a $3.2 million loss to a $1.2 million profit, the first profit in over a decade. It still wasn\u2019t enough to take first place, but it shortened the lead and made its customers feel like number one.<\/p>\n

The Lesser-Known Gems<\/h2>\n

The Avis campaign challenged industry norms by connecting with customers on a deeper, more human level. Here\u2019s why that positioning broke through and quickly built resonance.<\/p>\n

Living the message<\/h3>\n

What became the enduring tagline grew out of a simple internal question: \u201cWhy does anyone rent a car from you?\u201d The answer: \u201cWe try harder because we have to.\u201d<\/p>\n

The line became so central that it appeared on posters, pay envelopes, and buttons. It served as an internal compass and a consumer-facing idea.<\/p>\n

That alignment between internal and external messaging gave the campaign weight and authenticity.<\/p>\n

Flipping the script of the times<\/h3>\n

Most ads from the era boasted size, luxury, or hype. Avis did something unexpected: When they confessed a weakness, they built credibility.<\/p>\n


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