Volkswagen of America, Inc.: New Beetle campaign
Rebecca StanfelOVERVIEW
To herald the arrival of its newest car, Volkswagen of America Inc. launched a high-profile television, print, and outdoor advertising campaign in March 1998. The company had stopped selling its most famous car, the Beetle, in the United States in 1979, but the little car remained a cultural icon for many. Baby boomers fondly recalled tooling about in the 1960s and 1970s in their humpbacked Beetles. The car conjured up images of the counterculture, flower power, and nonconformity. In 1998, to further the company's revival, Volkswagen (VW) brought back the...