The Volkswagen Lemon
- The now revered “Lemon” ad for the Beetle was
their answer to this considerable task, which would
revolutionize the advertising industry. DDB introduced the Beetle with this
dynamic ad that seemed effortless, yet possessed a revolutionary approach to
marketing. It connected with consumers, successfully integrating European small
design into a culture with a big lifestyle. This ad, along with others from the
campaign, was the first to represent a perfect balance of image, copy and
simplicity, setting a benchmark that has inspired advertisers to do
better ever since.
“This
preoccupation with detail means the VW lasts longer and requires less
maintenance, by and large, than other cars.” Concluding with a memorable tag
line “We pluck the lemons; you get the plums,”
why did they name it Lemon?
- a pool hall hustle was called a lemon game
and around the same time in Britain the term ‘to hand someone a
lemon’ was slang for "to pass off a sub-standard article as a good
one."
-Volkswagen
used the term lemon to denote any car that did not pass their thorough
inspections. This campaign was considered a huge success and because of this
campaign the use of the term lemon for cars became popular.
- Canada and
the U.S. have lemon laws in place to protect consumers who purchase
defective cars. (http://justinletourneau.blogspot.com/2012/05/lemon.html)
