Tuesday, January 19, 2021

Old Volvos Never Die. They Pass On

Volvo, Advertising, Campaign

'Old Volvos never die.  They Pass On'

That headline from 1980 proves the adage that some things are timeless.

Back then the world was recovering from a second oil crisis and even though Volvos were powered by 4 cylinder engines, the fuel economy numbers as mandated by the EPA were going to be bad.  Volvo decided to go another direction and talk about their durability.  Specifically, how long their cars lasted. 

Clever.  And on point for the brand.

This campaign didn't appeal to everyone.  Again, that's the point.  They knew who their customers were and spoke directly to them.

I confess that I'm Volvo enthusiast.  Between my wife and I, we've owned 5 Volvos.  Currently we run a 14 year old V50 and a 10 year old XC60.  We maintain them well but the darn things run well and feel as tightly screwed together as when they were new.  I hope I haven't jinxed them!

When the brand delivers as promised, that's the mark of great advertising!

Until next time...


Chris Morales, Chris Morales Toronto, Marketing

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