Developing New Tagline for Honey Dew
Objective
Honey Dew’s previous tagline, “Here’s to the Dewers”, was effective for a number of years, particularly during the pandemic. At that time, the doers, including frontline workers, were in the local and national spotlight. Once the pandemic lifted, “Here’s to the Dewers”, and the brand personality it expresses, no longer felt relevant and struggled to connect with a younger demographic. It did not express all that Honey Dew has to offer; that which differentiates it from competitors; and what Honey Dew means to customers and communities.
Opportunities
Davis Advertising presented two new tagline opportunities for the achievement of:
- New customer acquisitions via younger demographics.
- New customer acquisitions across all demographics by demonstrating:
- The quality and consistency of core products.
- Menu-wide selection, quality, and convenience.
- Daily energy, sustenance, comfort, and inspiration.
- A stronger, bolder, more youthful personality that demonstrates and reinforces Honey Dew’s importance to customers, communities, employees, and franchisees
