Over the years the Volkswagen Beetle has grown to become synonymous with women-both young and old. In order to regenerate interest in the Beetle from a male perspective and to gain a larger portion of the male drivers market –Volkswagen alongside Discovery and marine biologists created “The Beetle Shark Cage”. An underwater shark observation vehicle was constructed in the shape of a Beetle model thus divers had the opportunity to swim alongside sharks. The campaign was a roaring success- with a 20% jump in sales to male drivers.