(Jacob Bruns, Headline USA) Processed meat manufacturer Oscar Mayer plans to undertake efforts to rebrand its famous “Wienermobile,” which has been patrolling streets since 1936, Food & Wine reported.
According to Ed Roland, the Wienermobile’s senior manager of brand communications, the car that brought joy to Oscar Mayer consumers will undergo a name change to the “Frankmobile,” though the vehicle will maintain its appearance.
“The Wienermobile hit the streets of Chicago as a sales tool to fairs, festivals and parades, sparking smiles,” Roland said last year in an interview.
Roland added that the Wienermobile was “in line” with the “essence” of Oscar Mayer, noting that, like Oscar Mayer, it helped people through a “tough time during the Great Depression.”
At a time when “people needed something to bring a little joy to their lives,” the Weinermobile “could make people smile and brighten their day in some tough times.”
But, the American brand icon is now being altered as it approaches its 100 year anniversary, its name being changed to the “Frankmobile.”
Stephanie Vance, Associate Brand Manager, Oscar Mayer, released a statement saying that its time to highlight another side of the Oscar Mayer brand.
“The Wienermobile is a beloved American icon that has been sparking smiles and driving craveability for our iconic delicious wieners for nearly 100 years,” Vance noted, adding that she wants to emphasize the beef franks instead.
“This summer, it’s time to highlight another fan-favorite: our delicious 100% Beef Franks.”
For Vance, the name of the vehicle is irrelevant compared to the quality of the product manufactured by the meat giant.
“When Oscar Mayer makes anything, we prioritize taste over everything, so no matter what kind of hot dog you enjoy this summer, if it’s Oscar Mayer, you know it will be 100% tasty, and 100% make you smile.”