The Sound of Oscar Mayer

• Overview

  A Heritage Brand Playfully Brought into Modernity
  
  Oscar Mayer, the iconic American brand, aimed to modernize its strong musical heritage. The challenge was to create a sonic strategy that balanced brand recognition with a new, more playful brand positioning. The goal was a sonic identity instantly recognizable as Oscar Mayer, yet relevant and engaging to a contemporary audience, specifically Gen Z.
  

• Solution

  Research, Refinement & Fun
  
  amp-led market research identified the hook from "The Wiener Song" as the most recognizable brand melody. This insight led to the creation of two distinct Sonic Logos crafted to be versatile and cheeky in the digital space.

  Recognizing the power of user-generated content, amp created a Sonic Meme for Oscar Mayer designed for use by the brand and social media content creators, encouraging wonderfully odd content creation. This Sonic Meme features "The Bologna Song" singalong and has been strategically implemented for native use on TikTok.

• Result

  A Thorough and Tasteful (yum!) Modernized Sonic Brand
  
  The Sonic Logos and Memes provided an instantly recognizable sonic identity for Oscar Mayer: as witty and timeless as their Wienermobile. By leveraging sound and social media, amp helped Oscar Mayer effectively leverage its musical iconography with both new and familiar appreciation.