How Avis’s “We Try Harder” Campaign Turned Defeat into Triumph
As a passionate marketer who thrives on creativity and smart strategy, I've always been fascinated by the art of turning challenges into opportunities. I’m a firm believer that you don’t need to spend a fortune to make a huge impact—instead, it’s all about leveraging creativity and intelligence to capture people’s attention.
In the crowded world of car rentals, where big names dominate and competition is fierce, Avis’s “We Try Harder” campaign stands out as a masterclass in turning perceived weakness into a powerful brand strength. Launched in 1962, this innovative ad campaign did more than just promote a car rental service; it redefined how businesses can leverage humility and authenticity to win over customers and revolutionize their market position.
The Backstory of the Greatest Print Ad Campaign Ever
In the early 1960s, Avis was the clear underdog in the car rental industry. Hertz was the undisputed leader, leaving Avis to navigate the challenges of being a distant second. Rather than retreating or adopting a conventional “we’re better than them” approach, Avis chose a different path. They embraced their second-place status and turned it into a unique selling proposition.
Their iconic slogan, “When you’re only No. 2, you try harder,” was not merely a marketing gimmick; it was a reflection of their genuine commitment to service excellence. This approach was daring, refreshing, and, most importantly, honest.
The Campaign: Honesty Meets Strategy
The original advertisement was a bold and candid declaration of Avis’s position in the market.
“Avis is only No. 2 in rent-a-cars, so why go with us? We try harder. We just can’t afford dirty ashtrays, or half-empty gas tanks, or worn wipers, or unwashed cars, or low tires. Anything less than seat-adjusters that adjust, heaters that heat, defrosters that defrost. Obviously, the thing we try harder for is just to be nice. To start you out right with a new car, like a lively, super-torque Ford, and a pleasant smile to know where to get a good pastrami sandwich in Duluth. Why? Because we can’t afford to take you for granted. So, with us next time, the line at our counter is shorter.”
This candid approach resonated deeply with consumers. Avis didn’t just admit to being second; they used their status as a motivational force to commit to exceptional customer service. The campaign highlighted their focus on meticulous attention to detail and a personalized customer experience—areas where they aimed to outshine their competitors.
The Transformation: From Defeat to Market Leader
The “We Try Harder” campaign proved to be a game-changer for Avis. Instead of accepting their second-place position as a disadvantage, Avis turned it into a compelling reason for customers to choose them over Hertz. The results were remarkable:
Increased Market Share
Following the launch of the campaign, Avis saw a significant increase in market share. By 1966, just four years after the campaign's launch, Avis's revenue had grown by over $40 million, and the company’s market share increased from 11% to 35%.
Enhanced Brand Loyalty
Avis’s commitment to customer satisfaction and service excellence led to increased brand loyalty. Customers appreciated the honest and humble approach, which made them feel valued and respected. This sense of trust contributed to Avis becoming a preferred choice for many travelers.
Positive Industry Shift
The campaign's success had a ripple effect throughout the car rental industry. Competitors took note of Avis’s innovative approach and began to adopt similar strategies, focusing on customer service and transparency to compete more effectively.
The Legacy: Leading by Example
Avis’s “We Try Harder” campaign became a blueprint for effective branding. Its influence extended far beyond the car rental industry:
Inspirational Marketing
The campaign has been cited as a pioneering example of how brands can turn their perceived weaknesses into strengths. It showcased the power of authenticity and humility in marketing.
Adoption by Others
The concept of leveraging a company’s second-place position or perceived shortcomings as a strategic advantage has been adopted by various industries. Brands now frequently use honesty and transparency as key components of their marketing strategies, inspired by Avis’s success.
Enduring Impact
Avis’s campaign remains a classic case study in marketing courses and business seminars. It exemplifies how a genuine approach can transform a company’s fortunes and establish a strong, lasting connection with consumers.
That’s why Avis’s “We Try Harder” campaign has always been one of my favorite case studies. Launched in 1962, this campaign is a masterclass in how embracing the underdog mentality can be incredibly powerful. Avis was a distant second in the car rental industry, far behind the market leader Hertz. But rather than shying away from their position, Avis turned it into a strength.
Their bold and honest message—“When you’re only No. 2, you try harder”—wasn’t just a clever slogan; it was a promise to their customers. By openly acknowledging their position and focusing on delivering exceptional service, Avis didn’t just elevate their brand—they transformed their market standing.
From my perspective, there’s so much to learn here. It’s about using your unique position to your advantage, not through flashy spending but through genuine, intelligent communication.
This approach can hook people in and build strong, authentic connections. It’s a reminder that sometimes, being the underdog is a strategic asset, and with the right mindset, you can turn any challenge into an opportunity for success.
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