Avis: A Vague New Slogan


Avis Tries Harder adI first heard that Avis had dumped its classic tag line when I read Mickey Lonchar’s perfectly titled post, Avis Quits Trying Harder.

Who didn’t love We Try Harder, and the case study that goes with it? The early ads said “We’re Number 2. We have to try harder.” In fact, they were only #2 in a technical sense. As of 1962, they had not made a profit in years. But Avis’ market share and profits shot up dramatically with that brilliant campaign.

Why did Avis abandon the iconic line in favor of the less compelling “It’s Your Space”?

Was it a mistake?

Here’s some pointed insight from a former Avis advertising and marketing specialist. I found Donna Cusano at LinkedIn’s Chief Marketing Officer (CMO) Network Group. She has generously allowed me to quote her post liberally. (Thanks Donna!)  Continue reading