"Our goal is to establish the slogan "Think Blue" as an expression of the Volkswagen brand's position and its activities aimed at protecting the environment," explained Luca de Meo, Head of Marketing stockholder database for the Volkswagen brand, when launching the campaign. "Protection of the environment knows no borders, which is why we have deliberately chosen such an international slogan. This marketing campaign meets all the core requirements of the Volkswagen brand: innovation, preservation of values and increased responsibility."
The “Think Blue” advertising campaign is also intended to link the past with the future, as the new slogan clearly appeals to the old slogan of the 1960s “Think small”, developed by Bill Bernbach (DDB advertising agency) to promote the Volkswagen Beetle (the #1 advertising campaign in the history of the 20th century according to the American professional magazine “Ad Age”).
Here's one of the earlier videos from the Think Blue campaign.
