If you’ve eaten a pretzel somewhere other than a sports venue or brew-pub then chances are it was Wetzel’s Pretzels. Wetzel’s is one of those brands that’s just always been there. You wouldn’t know it through advertising. Their viral content isn’t popping up on Buzzfeed (unless being consumed by Kardashians). But when that fresh-baked buttery aroma hits you, all sense of free will is lost. You’ll come to with an crumpled yellow bag in your hand, salt on your shirt, and complete satisfaction.
But even a brand with that kind of Pavlovian cravability needs to evolve. Our initial scope was to help strategize new revenue streams but our exploration quickly expanded into photoshoots, new creative, and a fresh progression of the overall brand. Don’t worry, it’s still fresh-baked and buttery.
Here’s where it was:
Here’s where we’re taking it: