About AVIS

A History of One of the World’s Most Recognized Taglines:
“We Try Harder”

The phrase “We Try Harder” has gone down in advertising history as one of the longest-lasting and respected taglines.  The origination of the slogan was not to create a cute, gimmick, but instead it was – and is -- a business philosophy that every Avis employee holds true. “We Try Harder” has helped Avis earn a reputation as one of the most admired businesses in the world. Following is a brief history of the brand:

• In 1962, after Avis spent thirteen years in the red, newly appointed president Robert C. Townsend recognized that Avis needed to refresh its image and hired the hot and creative advertising agency of Doyle Dane and Bernbach (DDB) to turn business around.
• Prior to DDB working with Avis, Bill Bernbach, co-founder of DDB, recommended to Avis management that they overhaul their customer service and upgrade their product before drafting a single ad. His reasoning, “It’s always a mistake to make good advertising for a bad product.”
• To create the initial ads 1963, DDB spent ninety days learning Avis’ business and spent many hours in meetings talking to Avis employees about the company.
• During those first meetings between DDB and Avis, a simple question was asked by DDB, “Why does anybody ever rent a car from you?” The reply is what made advertising history:  “We try harder because we have to.”
• DDB’s top art director, Helmut Krone, already intended to center the campaign on the phrase: “Avis is only No. 2.” It was copywriter Paula Green who remembered what she learned during those first research meetings with Avis, and added the now-famous phrase: “We try harder.”
• In an attempt to convince potential customers that Avis simply tried harder than everybody else, the entire ad campaign was focused on frank and truthful statements about Avis’ business philosophy. To communicate this to the field, the entire management team at Avis traveled to every branch location across the country, spoke with every single employee and explained that the success of the campaign and of their business hinged upon providing superior customer service every chance they got.
• Each Avis employee also received a copy of new Avis ads in his or her pay envelope before each campaign would run.
• In just one year, the campaign literally changed the fortunes of the Company.  Prior to the campaign, Avis had just $34 million in revenue and losses of $3.2 million. One year later, revenues had jumped to $38 million and for the first time in thirteen years, Avis turned a profit of $1.2 million.
• The biggest short-term success of the campaign was found in Avis’ market share, which grew from 11 percent in 1962 to an amazing 35 percent in 1966.
• Due to the success of the campaign, Avis’ advertising budget increased from $1.7 million in 1963 to $6.2 million four years later.