East Rutherford, NJ -- The Avis car rental company is driving up employee morale this year -- it's the 40th anniversary of when it introduced its famous slogan, "We Try Harder."

The slogan was originally "We're No. 2 But We Try Harder," and was part of the first commercial where the advertiser admitted to not being perfect and referenced a competitor, Hertz -- a revolutionary concept for the early sixties.

But it worked. Avis went from having 10 percent of the market to 35 percent within three years. Finally, Hertz responded with slogans like, "No. 2 says he tries harder. Than who?" and "For years, Avis has been telling you Hertz is No. 1. Now we're going to tell you why."

These days, neither Avis nor Hertz references each other in ads but the "We Try Harder" part of the slogan is still a major part of the corporate philosophy and is used as a tagline on TV and print ads.

Avis is celebrating the anniversary with a new campaign reminding people their slogan hasn't changed.

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