Any brand worth its salt can produce a great promo or ad whose impression lasts a few years in the minds of its consumers. But a more telling example of greatness are the few brands that achieve an impression over several generations. That’s a brand worth not only its salt, but also its bologna.

In 1904, the entrepreneur-immigrant who was also a prescient marketer, Oscar F. Mayer, began branding his company’s meats to capitalize on their popularity. His was one of the first companies to volunteer for testing product purity in the US.

The first Oscar Mayer Wienermobile was created in 1936. The mobiles have been touring the US for more than 70 years. At the steering wheel are the enthusiastic “Hotdoggers,” who act as goodwill ambassadors helping to organize promos and even pitch TV, radio and print media. Added to this, a well known jingle, written in 1963, as well as a famous 1976 commercial, has had generations humming.

Here’s a brand that practiced “authentic,” “consumer engagement,” and “viral” before they became modern concepts.

For a virtual tour: wienermobile or cruise back in time

Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.

Article Tags: Babick | brand | Engagement | Kraft | marketing | Mayer | Oscar | Viral | Weinermobile
Filed under: Marketing Innovation, Mobile Marketing, Product Sampling, Public Relations, Viral Marketing, Visual Identity, promotion