Two of the best-known advertising jingles in America belong to the Oscar Mayer Company. Who hasn't hummed about wanting to be an Oscar Mayer wiener, or rhapsodized bologna's first name?

But Oscar Mayer worries that the ubiquity of the jingles eclipses their other products. So they're launching a jingle-free campaign touting all their lunch meats together. It's another "we're not—we're also" move, in the tradition of Radio Shack calling themselves "the Shack" ("we're not just radio stuff") and Pizza Hut calling themselves "the Hut" ("we're not just pizza anymore").

I predict the jingles will be back.

Steve Cuno
 


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