Volkswagen of America unveiled its New Beetle marketing plans. The Beetle launch campaign, from Arnold Communications, Boston, is simple and clean looking, featuring a shot of the car against a white background. Copy on select ads reads, "Less Flower, More Power" and "If you sold your soul in the '80s, here's your chance to buy it back." TV ads break March 23, and run on network, cable and spot TV. Print, radio and outdoor supports. The estimated $30 million campaign uses the VW tag, "Drivers wanted."
Copyright March 1998, Crain Communications Inc.