Saturn (1996)

Once billed as "a different kind of car company," Saturn was originally a standalone car maker, one wholly owned by General Motors. In an effort to compete with the emerging Japanese manufacturers, GM developed this new line of smaller cars, with "no-haggle" pricing. Advertising agency Hal Riney and Partners, created an award-winning campaign that focused on the relationship between the American autoworker and their loyal customer. This strategy did finally prove fruitful, delivering a highly successful launch for the brand in 1990.