What did the "lemon campaign" advertise in the 60's?

The “lemon campaign” advertised Volkswagen, especially the Volkswagen Beetle.

Created by Doyle Dane Bernbach in the late 1950s and expanded through the 1960s, the campaign boldly used “Lemon” to describe a car rejected by Volkswagen’s inspectors for a minor flaw. The point was that strict quality control meant customers received cars with fewer defects. The advertisement turned a normally negative word into evidence of honesty and reliability.

The campaign was closely associated with “Think Small,” which challenged American car advertising’s obsession with size, power, and glamour. Volkswagen’s compact, economical Beetle stood out through plain black-and-white layouts, generous white space, and self-deprecating copy. A common mix-up is to treat “Lemon” and “Think Small” as unrelated campaigns; both belonged to Volkswagen’s landmark Beetle advertising effort.