Wonder Bread

This case details the Ontario relaunch of Wonder Bread. It illustrates how advertising played a direct role in returning the lustre to a tarnished star and, more importantly, restoring growth to the brand.
Agency: Bensimon.Byrne.D'ArcyAuthor: Not credited

Wonder Bread

INTRODUCTION

The post World War II era in North America saw an explosion of products and brands spawned by the spirit of optimism, technological advancement and economic growth that defined the age. New brands took on icon status fueled by the growth of mass media, and consumers desire to contemporise their lives. Perhaps no brand captured the exuberance and hope of the 50s and 60s as well as Wonder Bread. Its very name embodied the spirit of the times the wonder of the new era.

The 70s and 80s were...

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