As recently reported in Advertising Age, Heineken USA's sales fell nearly 11% in 2009. At the same time, Dos Equis, selling at a similar price point, had sales increases of about 20%. What's different between the two brands? Advertising.
In the US, though, the VW brand is no way near as successful in other countries, especially Western Europe, Brazil, and China...But other than increasing brand awareness, are VW's marketing efforts coordinated to solidify a brand position in people's minds? VW used to stand for inexpensive, solidly built and engineered automobiles, but what does it stand for now?
Sometimes marketers get too cute and too smart in their ads, camouflaging their intended message behind innuendo, indirection, and allusion, or hiding it behind veils of comedy or artistry. The result is generally an ad that wins awards in the minds of those limited number of people in the know, but misses the mark with the mass audiences of people who were truly the target of the ad.