Volkswagen Kombi: Kombi Last Wishes - The unlaunch of the Volkswagen Bus

This case study describes how an 'unlaunch' of the Volkswagon Kombi van was used to build brand relevance in Brazil.

Volkswagen Kombi: Kombi Last Wishes - The unlaunch of the Volkswagen Bus

Almap BBDO

Synopsis

Volkswagen was one of the first automakers to operate in Brazil. It manufactured the cars that introduced people of several generations to the pleasure of driving, democratized access to cars in the country and built a strong, friendly relationship with Brazilians.

But as time passed, Brazil achieved great economic growth, and with it came an invasion of new brands, models and technologies. The "good old Volkswagen" was losing its appeal. And the relationship between Brazilians and the brand started to lose its spark.

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