MANAGEMENT

Detailed explanation-1: -The copy for Think Small was written by Julian Koenig at the Doyle Dane Bernbach (DDB) agency in 1959. Doyle Dane Bernbach’s Volkswagen Beetle campaign was ranked as the best advertising campaign of the twentieth century by Ad Age, in a survey of North American advertisements.

Detailed explanation-2: -The “Think Small” campaign was developed in 1959 for advertising the Volkswagen Beatle. Conceived by Helmut Krone and Julian Koenig, this campaign is what many consider to be one of the best advertising schemes of the 20th century.

Detailed explanation-3: -Sold to the United States in a brilliant ‘Think Small’ advertising campaign launched in 1959 and devised by the New York agency Doyle Dane Bernbach, the Beetle became the biggest selling foreign-made car in America throughout the ‘60s.

Detailed explanation-4: -As Americans searched for bigger, more powerful cars, Volkswagen stopped trying to compete with other manufacturers. Instead, the brand took its campaign in the opposite direction by highlighting the Beetle’s small size, efficiency and affordability.

Detailed explanation-5: -In 1960, Volkswagen ran what may have been its most famous ad ever: Lemon. The one-word headline described a 1961 Beetle that would never make it to a dealer.