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Client: Nu-Way Weiners, All Locations, GA
Marketing Challenge:
Although famous among local hot dog
aficionados, the venerable Nu-Way Weiners, Inc. needed
a marketing boost to
create top-of-mind awareness. We went to work for long hours
in our secret laboratory to create an irresistible culture
around Nu-Way and its products.
The Idea:
Infuse some retro fun in the weinie / Create a retro culture
around the product.
What We Did:
1) Cast a talented quartet of young male singers who would
make special appearances on behalf of Nu-Way and act as visible
representations
of the cool, innocent
Doo-Wop age with which Nu-Way is often associated. (The company
was actually founded in Macon, GA in 1916). Dress them up
in 50’s retro attire, throw in some professional singing lessons,
and… voila!
2) Create a full-blown ad campaign around the Doo-Wop quartet,
featuring their favorite Nu-Way foods, distinctive personality
traits, etc.
3) Make all the Nu-Way merchandise (caps, t-shirts posters,
prints, etc) retro collectible kitsch of the highest order.
Create an
eye-popping poster for every Nu-way location to announce
its availability.
Results:
The Nu-Way Doo-Wop Quartet made their first public appearances
during the 2003 Cherry Blossom Festival in Macon, and the
crowds loved them, easily associating them with Nu-Way from
one gig
to the next.
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