Branding · Marketing · Advertising 215 545 4850 Branding · Marketing · Advertising 215 545 4850 Let’s take a walk down memory lane. Remember the days when you took lunch to school in a lunchbox or brown paper bag? It was packed by mom, and probably pretty healthy too. You remember—a P&J sandwich, an apple and some pretzel sticks. Yum! In my school, all of the cool kids had the fancy pre-packaged lunches. Kind of cool, but NOT very healthy.
Well, good news for busy adults on-the-go or so Oscar Mayer thinks with the launch of its Lunchables for adults called P3, Portable Protein Packs. It’s those three words—portable protein pack—that Oscar Mayer believes will get grownups to buy this product. Lunchables as “energy packs”…a great way to mask the Grade D cheese and meat contained in the four varieties of P3 offered. (Not like the Oscar Mayer brand is synonymous with healthy.)
Speaking of the Oscar Mayer brand, it seems unlikely that anyone would buy this product if it had to rely solely on its name and packaging. P3? Does this conjure up thoughts of urine for anyone else? How about the shape of the packaging? Does it represent an awkward barbell? How about the use of the color black? Does it make you feel energetic?
So, is the OM brand strong enough to convince adults to purchase P3? Perhaps for a trial at a price point of $1.79, but I think I’ll stick with the food (not so high in protein) that I know and love from Oscar Mayer…b-o-l-o-g-n-a. I have fond childhood memories of eating bologna and cheese sandwiches while humming one of the most memorable jingles of all time. Hit it! “My bologna has a first name, it’s O-S-C-A-R, my bologna has a second name it’s M-A-Y-E-R…”