The "Avis: We-Try-Harder" campaign has identified the brand for fifty years in a category with no other indelible advertising identity.
My generation grew up with a steady advertising diet of “Ivory Soap. Ninety-nine-and-one-hundredths-percent pure. And it floats.”
The safety razor was invented in 1901. About a hundred years later, Gillette owned an eighty percent share of the safety razor blade market, worth about a billion dollars a year.
Marketing is my beat. Not education.
“Change” is a powerful word.