BRINGING BACK AN AMERICAN CLASSIC
Hot dog sales had gone decidedly cold. Growing consumer skepticism about the meat they were buying had sent sales into decline. Brands would need to work hard to win them back, and with 50% of hot dog purchase decisions made at shelf, quality counted.
Oscar Mayer was responding with changes. It was the first national hot dog brand to change its recipe across its entire range, meaning no artificial preservatives, no added nitrates or nitrites and no by-products. So it now needed a new brand identity and packaging to match.
Our new brand identity wraps the historic yellow ribbon that Oscar Mayer himself used as a mark of quality in 1929. Always synonymous with great quality and taste, now Oscar Mayer embodies its ‘No, No, No’ positioning.
Oscar Mayer, taking the mystery out of the meat.
Brand Positioning | Brand World | Packaging | Brand Guidelines