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With this Iconic Marketing Campaign, Avis Tried Harder
It’s not easy being number two.
For Avis, its place as the second-largest car rental company has been integral to its brand, thanks to an iconic marketing push.
In 1962, Avis adopted “We Try Harder” as its corporate motto and launched an ad campaign to match.
The Denver Post article calls it “the most brilliant ad slogan of the 20th century” and has a rundown of the campaign’s history.
You’re Simply the (Second) Best
Avis first entered the car rental market with a revolutionary idea that we take for granted today: Put car rental shops in airports. Before Avis, Hertz and other car rental companies had rental locations in city downtowns.
Despite that competitive edge, Avis struggled to gain ground on Hertz. With the “We Try Harder” ad, Avis started to close the gap.
The ad called out a wide range of value props that come with “trying harder” to win more customers, from nice customer service to well-tuned cars to clean ashtrays (OK, that one may not have aged so well).
Avis never calls out Hertz by name, instead using the company’s recognition against it. By detailing what Avis does right, it implies Hertz comes up short in those areas.
Today, most brands recognize the power of a persona, and the underdog has become an established identity, often adopted by disruptors in their industries (and the Philadelphia Eagles). Playing the role of the little guy puts brands on the side of their customers and allows them to adopt a more humble tone.
The campaign did have a downside – Hertz had a pretty obvious retort. After ignoring Avis’ ads (and its airport locations), the “big fellow” finally fought back:
“For years, Avis has been telling you Hertz is No. 1. Now we’re going to tell you why.”
The feud between Hertz and Avis got more complicated when Enterprise entered the field with another innovation (partnering with insurance companies to provide rentals after accidents).
Still, the Avis campaign endured for 50 years and is still referenced as a new way to position your brand in an industry dominated by one.