Branding · Global · 1962
Avis: We Try Harder
Avis admitted it was second to Hertz, and turned that into its promise.
By Maer Media editorial teamPublished 4 October 20263 min readDDBBranding · Campaigns
- Brand
- Avis
- Market
- Global
- Year
- 1962
- Category
- Branding
- Agency or team
- DDB
- Channels
- Print, TV
The context
Avis was losing money and trailing Hertz in car rental.
Being number two means trying harder.
The move
DDB created ads saying “Avis is only No. 2 in rent-a-cars. So why go with us? We try harder.”
How it was executed
- Admitted being No. 2.
- Promised more effort.
- Kept the line for decades.
Avis admitted it was second to Hertz, and turned that into its promise.
What happened Reported facts
The campaign reportedly helped Avis return to profit within about a year, and “We try harder” remained its slogan for decades.
Why it worked Maer’s analysis
Honesty built trust.
What to take from it Maer’s analysis
- 01Honesty can be a competitive edge.
- 02Turn a weakness into a reason to believe.
- 03Back the promise with service.
Indian challengers can turn their size into a promise.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Avis Budget Group; DDB. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Avis.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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