Never Square

Never Square

Oscar Mayer is an American icon, beloved for its legendary jingles and sought-after Wienermobile. Translating that nostalgia into modern relevance we created a bold identity that’s unmistakably Oscar.

BrandOpus are a true strategic partner. They understand how to meaningfully reimagine a national icon like Oscar Mayer in a way that reflects the brands heritage, and whilst unifying the brand and giving it the foundations to proudly set itself up for future success.

Jess Vultaggio, VP Head of Strategy & Development

Generations of Americans have grown up with Oscar Mayer’s wieners, bacon and bologna. More importantly, the brand is a part of the collective memory and culture. Their iconic advertising, with the longest running jingle in advertising history and the nationally-touring Weinermobile is loved by millions.

Taking the nostalgia and love for a 138-year-old brand worth $5.4bn is the kind of task we relish. Our mission? To translate this joyous nostalgia into modern relevance and be ‘More Oscar’. We needed to capture the magic of the masterbrand and create a unifying identity that could stretch from their expansive, cross-category portfolio to NASCAR livery and make the brand relevant to future generations.
Oscar Mayer is ‘Never Square’. It’s not just their rhomboid logo, it’s a world view. Taking the meat seriously but not themselves, we resurrected the brand’s innate quirkiness – after all, what’s more unusual than a 27ft wiener on wheels?! We amplified their unique assets from their slanted logo to their yellow superpower to establish the ultimate connected-yet-flexible system that breaks through whether you’re shopping for bacon or the latest streetwear. Oscar Mayer continues to bring a smile to American’s faces and, yes, the Wienermobile (now an intrinsic part of the brands graphic identity) is back with a bang.

Capabilities

Brand Strategy

Brand Identity

Packaging

Brand Guardianship