New Campaign Repositions Car-Rental Firm to Appeal to Busy Businessfolk

The tagline was penned by DDB copywriter Paula Green and was actually rooted in the response that Bill Bernbach, the co-founder of DDB, helped elicit from company management when asking why anyone ever rents a car from them. “We Try Harder” then became a promise that Avis was making to consumers about the quality of its service, as well as a way to elevate the brand’s status despite being the second-largest car rental company behind Hertz.

It was a huge success for Avis. In a matter of a single year, that campaign reversed the company’s fortunes, helping it to go from losing $3.2 million to turning a profit of $1.2 million for the first time in 13 years.

In a period when taglines and brand positioning typically come and go every few years, the endurance of the “We Try Harder” motto was unique. Its disappearance is a sign of Avis’ CMO, Jeannine Haas, putting her stamp on the company. She’s been there just over a year, after spending several years at American Express and before that, Ford Motor Co.

Asked why Avis is moving away from its longtime positioning, Ms. Haas told Ad Age: “Consumer-centric brands must always evolve in order to keep pace with ever-changing customer needs and preferences.” She added that “Avis is evolving as a premium brand to better meet those needs.” The new tagline, she said, is “reflective of [Avis’] ongoing mission to be a customer-led, service-driven company, and presents the brand in terms of the customer experience and the advantages inherent in renting from Avis.”

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