Volkswagen launches ‘Think Blue’ campaign in the United States

Article by Christian Andrei, on May 23, 2011

Those who were around in the 1960s are likely to remember the marketing drive for the Beetle’s “Think Small” that Volkswagen now wants to recreate – the "Think Blue" campaign that promotes green initiatives and eco-friendly driving. This campaign has actually kicked off in Europe last year.

Volkswagen is planning to launch this campaign together with its partnership with the Museum of Modern Art in New York City and the grand opening of its new factory in Chattanooga, Tenn. in Tuesday.

VW boasts that this plant in Tennessee is "one of the world's greenest automobile factories." Jonathan Browning, CEO of the Volkswagen Group of America, said that the “Think Blue” campaign “bears witness to [VW’s] holistic understanding of sustainability.”

He added that the new Volkswagen plant in Chattanooga is proof of how eco-friendly and resource saving automobile production could now be. VW is also aiming to deepen its discussions with art and society on major issues of the future through its cooperation with MoMA.

He clarified that what “Think Blue” will be emphasizing is VW’s efficient manufacturing processes, and its eco-friendly products and technologies. In a statement, VW said that it hopes to enhance public awareness on what actions are sustainable.

VW is also hoping to “encourage everyone” to participate actively. The print and on-line ads for the “Think Blue" campaign debuts together with billboards located near the Museum of Modern Art and the factory in Chattanooga. A national marketing campaign will be launched shortly after.

Topics: vw, advertising

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