The late 1960’s and early 70’s posed significant challenges for Bronson. Back-to-nature radicalism, and the rapid advance of feminism left the marketing department flailing until they were able to successfully define, target, and exploit new demographics. Several campaigns from this period were less successful than management had hoped.
Tepid response from the market plagued the introduction of a hip, fun new mascot: “Wacky Willie the Wonder Weiner.” He was originally envisioned as a “now,” “with-it,” child-friendly character, in touch with the youth of the day, yet still appealing to the older generation that comprised the bulk of the customer base. Small, plastic likenesses of Willie were included in everything from Cracker Jacks to boxes of powdered infant formula. Soft-toy versions of Willie were given to youngsters at participating national restaurant chains. There was even a short-lived adventure cartoon on morning television: “Wacky Willie’s Wild World of Wonder.” Sadly, none of this caught fire with the public.
Young people of the time responded to the lovable, suited, cigar-smoking penis with little more than flaccid annoyance. Despite millions spent, and a huge market push, Willie would never be the generational touchstone marketing had hoped for. He limped along in ancillary materials before being formally retired in 1979.
(Ad clipping courtesy of the Bronson Archive.)