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VW launches 'Think Blue' campaign to pitch green initiatives

Mon, 23 May 2011

Volkswagen is trying to recreate the magic of its 1960s marketing of the Beetle by bringing its "Think Blue." marketing campaign to the United States to promote eco-friendly driving and green initiatives.

The campaign - under way in Europe since last year - launches to coincide with a VW partnership with the Museum of Modern Art in New York City and Tuesday's grand opening of its new factory in Chattanooga, Tenn.

VW calls the Tennessee plant "one of the world's greenest automobile factories."

" 'Think Blue.' " bears witness to our holistic understanding of sustainability," said Jonathan Browning, CEO of the Volkswagen Group of America. "On the one hand, the new Volkswagen plant in Chattanooga demonstrates just how eco-friendly and resource saving automobile production can be today. And on the other, we are seeking to intensify our dialog with art and society on key issues of the future through our cooperation with MoMA."

"Think Blue." marketing will tout the automaker's eco-friendly products and technologies as well as efficient manufacturing processes.

"Volkswagen is also seeking to heighten broad public awareness for sustainable actions and encourage everyone to play an active part," the company said in a statement.

Revisiting the 60s

"Think Blue." print and on-line ads will debut today along with billboards placed near the Museum of Modern Art and the factory in Chattanooga. A national marketing campaign will follow.

"Think Blue." harkens back to the brand's "Think Small" slogan of the `60s used to pitch the VW Beetle.

Advertising Age -- a sister publication of Automotive News -- called "Think Small" the top ad campaign of the 20th century. The marketing touted the small features of the Beetle in an era of big and flashy, and powerful Detroit-made cars.

Volkswagen is expanding its "Think Blue." initiative with the Museum of Modern Art partnership to include social and cultural issues.

The program announced today includes development of an international contemporary art exhibition, sponsorship of the museum's online education initiatives, a series of installations in the Abby Aldrich Rockefeller Sculpture Garden and the donation of two works by Belgian artist Francis Al

By Diana T. Kurylko- Automotive News