New York
CNN Business
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For any corporate that’s been round for a century, it may be onerous to stay the logo recent. Wonder Bread hopes its newest stunt can assist.
The 101-year-old bread maker may have a go with the flow on this yr’s Macy’s Thanksgiving Day Parade, marking the first-time ever the kitchen staple has joined the lineup. Watched via kind of 25 million audience closing yr on NBC, Wonder Bread hopes that the development will remind people who the logo continues to be thriving regardless of contemporary client shifts towards non-public label breads and decrease calorie choices.
“I really hope that people are inspired and realize that Wonder is still here,” Ashley Smith, emblem supervisor for the bread maker, mentioned in an unique interview with CNN Business. Smith added that audience will “take away the fact that Wonder is that classic, staple, everyday bread. But we’re also changing and evolving and bringing new things to the consumer every day.”
The go with the flow is known as the Wondership and used to be designed to pay homage to a scorching air balloon race that founder Elmer Cline as soon as witnessed, inspiring him to call his bread Wonder. The emblem’s signature brand colours — crimson, yellow and blue — also are featured at the go with the flow and on balloons and confetti. There are clouds at the aspect of the rolling appeal, which is supposed to encourage extra than simply floating.
“We knew we wanted to do something different to provide a new look and something that would be inspiring to everybody watching,” Smith mentioned. “The design inspired us, leaning into the pillowy softness of Wonder Bread.”
Designing the go with the flow began a few yr in the past, Smith mentioned, with development taking kind of six months. Wonder Bread will take part within the parade for the following 3 years with the similar design. A singer to trip in this yr’s go with the flow has but to been introduced.
Smith additionally mentioned it’s the “perfect time” to remind customers that Wonder Bread can be utilized in more than one Thanksgiving recipes, particularly stuffing or for sandwiches with leftovers. “It’s celebrating our anniversary, but it’s also leaning into that joyful time period that works so well with our brand.”
Using the parade as a platform “guarantees a great audience,” mentioned Neil Saunders, managing director of retail at GlobalData. Brands can use the once a year match to be extra inventive than a standard commercial because it’s “focused around fun and frivolity.”
“As a heritage brand with a very long history, Wonder Bread is perhaps hoping to invoke a sense of nostalgia and increase its profile among the family demographic,” Saunders mentioned. “The parade is a good vehicle for this as it makes a lot of older consumers think about past times.”
Wonder Bread is owned via Flower Foods, a publicly traded corporate that still owns Nature’s Own and Dave’s Killer Bread. Hostess previously owned Wonder, however offered the logo in 2013 on account of chapter problems.
In contemporary income calls, Flower Foods has been that specialize in Dave’s and Nature’s Own — either one of which place themselves as “better for you” choices in comparison to conventional white bread. However, Smith mentioned that Wonder continues to be widespread and will probably be introducing a brand new product subsequent yr.
“It’s a classic brand,” Smith mentioned. “Classic brands are very adaptable, and we’re always looking for fresh ideas that meet our consumers’ needs.”
