Bosch Traces Over 120 Years of Advertising Campaigns

Robert Bosch GmbH has examined the evolution of its advertising campaigns, a history that spans over 120 years and reflects shifts in product promotion and market strategies.

Founder Robert Bosch himself noted in 1931 that advertising was necessary, though he believed product quality was paramount. He acknowledged, however, that without promotion, many customers might never learn about Bosch's offerings.

The company launched its first significant advertising push in the United States in 1906, aiming to penetrate the large automotive market. Hugo Borst, Robert Bosch's nephew and a key figure in the company, oversaw these early campaigns.

Around the same period, companies began employing commercial artists for poster designs. In 1909, graphic artist Julius Klinger created the recognizable "red devil" figure. Later, in 1912, Lucian Bernhard was commissioned to establish a unified corporate image, introducing the iconic spark plug design that became a long-standing advertising motif.

Advertising's importance grew, particularly for new product launches and market entries. Following World War I, reopening markets and regaining visibility required new approaches. The Bernhard-Rosen graphic design studio created visually striking posters for products, necessitating a fitting slogan. With a broader product range beyond ignition systems, the old motto "Bosch ignition is the best" became insufficient. An internal competition for a new slogan resulted in "Equipped with Bosch – a good journey," which remained prominent in German-speaking regions until the early 1950s.