George Patterson Y&R Sydney are re-launching the classic Wagon Wheel by bringing back the original inventors of the iconic snack, the Wagon Wheels Product Innovation Team.
We wanted to unlock the latent power of Wagon Wheel. It hasn’t been supported for years, but 20 somethings have a strong, passionate connection to the brand from their childhood, so we saw an opportunity to reignite their passion in a way that was relevant to today’s world
We set out to inject new life into the brand, making it relevant to a new audience of young male snackers. The new campaign positioning, Random But Right, launches this week in a fully integrated National campaign.
“We noted the propensity for young people to rediscover the past and make old school things cool again,” says GPY&R Sydney planning director Moensie Rossier. “We also tapped into our audience’s love of things quirky, random and even slapstick. They are very marketing aware and enjoy parodying their own pop culture,” says Rossier.
Julian Watt, Sydney ECD “We’re inviting our audience to participate in the reinvention of Wagon Wheel. We created the Product Innovation Team, characters who were throwbacks from the 1970s. Their passion for Wagon Wheel is palpable. So ardent is their belief that the product is just perfect that they’ve been unable to improve upon it. So, they’re calling on the people of Australia to help them reinvent the Wagon Wheel because they’re at a loss.”