Marketing Currents - Business and Marketing Current Events

Oscar Mayer’s Wienermobile Served as Inspiration for the Brand’s Refresh

In 1936, unemployment rates in America were unsettlingly high, but Oscar Mayer wasn’t just going to sit there and do nothing. Instead, the brand decided that there was no better way to lift people’s spirits than introducing them to a giant, hotdog-shaped car.

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Discussion Questions:

  1. Why did Oscar Mayer originally introduce the Wienermobile?
  2. What is a brand “refresh”? Is the same as rebranding? Why or why not?
  3. Why do you think Oscar Meyer is refreshing the brand?
  4. Based on information from this story, what did Oscar Mayer do to refresh the brand?
  5. What message is the brand trying to send consumers with the refresh?
  6. Do you like the new logo better?
  7. According to this story, what did Oscar Mayer do to honor the brand’s history and why do you think that might be important?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.