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Coke had spent millions formulating a new flavor just to compete with Pepsi's taste, and it proved to be a disaster. It was scrapped less than 3 months later, and Coke Classic went on the shelves. By then, Pepsi had seen Coke dish out millions and millions of wasted dollars, and it had upset a loyal customer base.

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These days, Coke has the larger market share approx. And Pepsi's revenue is much larger due to multiple business lines. Imagine this. You're sitting in an advertising agency just 15 years after the end of the 2 nd World War. The following announcement is made:.

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As a creative, a planner, an account manager or even someone in the financial department, that doesn't just seem like a tall order. But then this comes along:. The last semblance of hope flies out of the window. Well, not for Bill Bernbach. And not only did he succeed, but he also created an advertising campaign that changed the face of the industry and is regarded as one of the best campaigns of all time.

The power of a challenger brand is that is can undermine the power and popularity of the status quo. Big cars are the norm. Everyone loves them. Big is beautiful. Doyle Dane Bernbach twisted that on its head. No, small is beautiful. It's cheaper. It's fuel efficient. It's extremely well-built. It's easier to park. It's reliable.

Those two words, coupled with Helmut Krone's beautifully simple layout, cut through the clutter. They made sense to the American public. It was followed by one of the bravest ads ever produced; an image of a Volkswagen Beetle with the word "Lemon," a phrase to describe a shoddy car. The ads of the time were boastful. They wouldn't even hint at anything that was negative.


But the ad was intriguing. When the consumer read more, they realized that car was one in a million. It was actually an ad about Volkswagen's high standards. And how honest? The tagline "We pluck the lemons; you get the plums" sealed the deal. The US auto industry didn't know what to make of them. At first, they were considered a joke. Then an annoyance. Then a competitor.

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Then a real threat. By , just over 12 years later, the Volkswagen Beetle had gone from a virtually unknown car to the most popular car ever made overtaking the Ford "Model T". That's the power of advertising, and no matter how hard the other automakers tried to put it down, it only fueled the Beetle's fire. The Balance Careers uses cookies to provide you with a great user experience.

Al and Bunny Thompson. Message from Dan and Deb Antoon. Dot,Lisa,Brad and Dru. So sorry to hear about Herb. Our prayers and thoughts are with you all. We had a lot of good times together in our younger years. Please all take care and remember what a great husband and father he was. Herb will be sadly missed. Dan and Deb Antoon. Message from Ginnie LaVallo. I remember Herb from Crystal Springs where he always had a great story or joke and was so much fun to be around. My sincere condolences to your family. Message from Nathan Ouellette. Though I only met him twice, I know he was an incredible man.

From all that Paige, Georgia and Alex have said, and especially Mr. Craven too, I know that he was a wonderful Father and Grandfather and husband and I know he will be missed. My condolences and prayers go out to the Cravens and anyone who knew him, Sincerely, Nathan. Message from Peter Bonaccorsi. Brad, When I heard of your Dad''s passing, my immediate thoughts were about the sadness you and your family must be experiencing at this difficult time.

It is so difficult to deal with the loss of a parent and grandparent. My thoughts and prayers are with all of you. The news also got me to think about the memories I have of my Dad. In the time my Dad has been gone those memories have grown deeper and more important to me. I hope and pray that you will have such memories of the times you and your Dad spent together. Sincerely, Peter. Message from Ruth and Russell Eichler.

To Dot and Family - Our sincere sympathy on your loss. We will all miss his cheery attitude, his jokes, and for keeping us all smiling! And that''s how we will remember him. Lovingly, Ruth and Russ Eichler. Dear Craven Family, We are sorry for your loss and will be thinking about you during this difficult time. May his memory be eternal. Message from Chuck and Ann Dave.

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  5. We feel very fortunate to have known and spent time with Herb. We loved his sense of humor. He made any gathering a party with lots of laughter. May God bless you and bring you peace. With love, Chuck and Ann. Message from Lisa Lyko. My thoughts and prayers go out to the Craven family at this difficult time, may you find comfort in each other in the passing days. Sincerely Lisa Lyko Northeast Rehab. Message from Steve G. My fondest memories are of our summer cookouts and holiday open houses at your home, the late night 45 games and Herbie, Donald and my Dad trading , often off-color, jokes.

    I so enjoyed my visit with Herbie not that long ago, just like old times. All my love, Steve. Message from Susan Devaney Hedman. Herbie was such a wonderful man. I remember all the wonderful times our famlies shared together.