Since its inception, Avis has trailed behind Hertz in the rental car business.

Tired of always being the second-best brand in the industry, Avis revved up its marketing engine.

In 1962, Avis launched a brand-new campaign with this slogan – “When you’re number 2, you try harder.”

The market cheered for the underdog and pushed Avis into high gear.

Within a year, Avis accelerated its profits – going from -$3.2 million to +$1.2 million – for the first time in more than a decade.

From 1963 to 1966, as Hertz ignored the Avis campaign, the market-share percentage gap between the two brands shrank from 61-29 to 49-36.

The tagline “We try harder” was an instant hit, indeed.

But now COVID-19 has just run over Hertz, forcing the long-time industry leader to file for bankruptcy.

So what will Avis do now? Not try harder? 

It’s time for a new campaign or a new champion!