Volkswagen of America, Inc.: New Beetle campaign

Rebecca Stanfel

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.

Supermini, subcompact cars
United States
Strategy

Volkswagen of America, Inc.: New Beetle campaign

Rebecca Stanfel

OVERVIEW

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...

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