Miller Lite: Great Taste, Less Filling
The main aim of “Great Taste, Less Filling” ad was specifically to get men to drink light beer hence were battling the held misconception that this light beer does not taste good. The ad features several masculine models drinking light beer while at the same declare it as tasting great.
Volkswagen: Think Small
The ad was aimed to answer the question, on how to change perceptions of people concerning a given brand and the entire group of individuals. For years, the Americans were used to buying big American cars and avoiding the small German cars. Therefore, Volkswagen ad focused on people’s expectation by being what they are.
http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing- Campaigns-of All-Time.aspx#sm.00001brmkxxfntdupyrm1nhb2b34w