The main highlight is the "Cold Dog" itself, which captures the essence of a traditional hot dog in a fun, frozen format, and includes a chocolate swirl that mimics mustard.
The campaign targets adventurous food lovers, summer enthusiasts, and fans of quirky snacks, particularly those who enjoy humor and nostalgia in their food choices .
TARGET AUDIENCE
About the
Campaign -
This campaign cleverly plays with nostalgia while challenging the norms of hot dog consumption. It began as part of the "Stupid or Genius" marketing campaign, inviting consumers to debate the unusual product .
Core Theme of the Campaign -
1. Oscar Mayer introduced "Cold Dogs" as a novel frozen treat in August 2022.
2. The product aims to merge the flavors of hot dogs with the fun of popsicles.
3. It sparked conversations on social media, positioning itself as either a delightful novelty or a bizarre concept .
4. The campaign creatively invites feedback, encouraging audiences to share their thoughts on social media.
5. It reflects a playful approach to branding, reinforcing Oscar Mayer's identity as a fun, family-oriented brand .
6. Along with the main product, follow-up ideas like "wiener cake" and "wiener rake" kept the humor alive, showcasing a commitment to fun .
7. The campaign successfully utilized humor to engage consumers and spark interest in its unconventional offerings .