Real people crowd out advertising mascots as brands highlight authenticity
Wendy’s has jettisoned its 3-year-old tagline, “You know when it’s real,” in favor of new commercials starring the burger chain’s namesake and daughter of founder and longtime spokesman Dave Thomas. The chain is counting on Wendy Thomas’ authenticity to reinforce the point that the quality message she carries is genuine — much as her father did in the hundreds of commercials he made for Wendy’s. “Dave Thomas had the level of ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now. We promise it will only take a few minutes!
Questions about your account or how to access content?