Long Live the Wienermobile: Oscar Mayer Ditching “Frankmobile” Name
Change is inevitable and can be a great thing for business growth. Even so, making significant changes without considering their impact can break more than it fixes, which is how Oscar Mayer ended up where it is today. The iconic wiener brand recently – as in, just four months ago – announced that it was changing the name of its most recognizable marketing tool but is now rolling that decision back.
Back in May, Oscar Mayer announced that the Wienermobile name, which it had used since the mid-1930s, was changing to Frankmobile. The internet accepted the news with zero complaints, and no one had anything negative to say at all. Except, that wasn’t what happened. The blowback was immediate and fierce, and just four months later, Oscar Mayer’s walking back that decision, saying on social media, “It’s been a franktastic summer! But like you, we missed this BUNderful icon. Help us welcome back the Wienermobile!”
The Wienermobile has seen several revisions over the years, but its basic look has been around for decades. In the late 1970s, Oscar Mayer retired its fleet from service but brought the vehicles back a decade later after seeing the public’s extreme excitement. The company built a new fleet of six 23-foot-long fiberglass Wienermobiles in the late 1980s, which toured the United States and part of Europe and Asia.
The decision to change the name of the Wienermobile to Frankmobile was met with widespread criticism and confusion. Fans of the brand were quick to voice their displeasure on social media platforms, expressing their love for the iconic name and urging Oscar Mayer to reconsider. The backlash was so intense that it became clear that the name change was not well-received by the public.
Oscar Mayer realized its mistake and decided to listen to its loyal customers. The company acknowledged the overwhelming support for the Wienermobile name and made the decision to revert back to it. This move demonstrates the power of consumer feedback and the importance of considering the impact of changes on a brand’s identity.
The Wienermobile holds a special place in the hearts of many Americans. It has become a cultural icon and a symbol of fun and nostalgia. The distinctive shape of the vehicle, resembling a giant hot dog, is instantly recognizable and has become synonymous with Oscar Mayer. Changing the name to Frankmobile would have disrupted this strong brand association and potentially alienated loyal customers.
By reverting back to the Wienermobile name, Oscar Mayer is not only appeasing its fans but also reaffirming its commitment to its brand heritage. The decision reflects a deep understanding of the emotional connection consumers have with the product and the importance of preserving that connection.
In today’s competitive market, where brands are constantly vying for attention, it is crucial to maintain a strong brand identity. The Wienermobile is a prime example of how a unique and memorable marketing tool can help a brand stand out from the crowd. By embracing its iconic name, Oscar Mayer is leveraging the power of nostalgia and reinforcing its position as a beloved American brand.
The reversal of the name change also highlights the role of social media in shaping public opinion. The immediate and widespread backlash on social media platforms played a significant role in Oscar Mayer’s decision to backtrack. It serves as a reminder to businesses that social media can be a powerful tool for both positive and negative feedback, and it is essential to monitor and respond to consumer sentiment.
In conclusion, Oscar Mayer’s decision to revert back to the Wienermobile name is a testament to the importance of considering the impact of changes on a brand’s identity. The overwhelming support from fans and the power of social media played a crucial role in influencing this decision. The Wienermobile remains an enduring symbol of fun and nostalgia, and its return is sure to be welcomed by hot dog enthusiasts across the country. Long live the Wienermobile!
