Old School Wendy Isn't Crazy About Manly Doppelganger


The man in the pig-tailed wig is probably the best thing that's happened to Wendy's, having achieved improved recall in eight weeks versus 18 months with a previous campaign. But the muse of all the hubbub, Melinda Lou "Wendy" Thomas herself, isn't enjoying the ride.

Advertising Age reports that Melinda, who studied marketing at the University of Florida, auditioned as herself for the new campaign, but spokesman Bob Bertini said resulting consumer response was "not positive."

Unfortunately the Thomas family now owns only 15 out of a whopping 6,000 restaurants, so they're more icons than mover/shakers.

In Wendy's defense, though, it would definitely suck if the brand made famous by our childhood face were suddenly replaced by a wig-sporting man with a five o'clock shadow. Think about that for a second. Seriously: that would suck.

by Angela Natividad    Sep- 5-07   Click to Comment   
Topic: Brands, Celebrity, Strange   

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Yeah, but by the same token, if my face had become a 30-year-old icon, and it was getting spoofed in a funny way, AND consumers just weren't digging me in tests, then, well, I'd just be happy to have some traction in the attentionsphere.

Marketers. We're such whores, aren't we?

Posted by: Weave on September 5, 2007 11:19 AM

We might like the man in the pig-tail wig, but restaurant-goers don't. Wendy's has been losing money bigtime through this campaign. It doesn't speak to their core audience.

Posted by: LT on September 5, 2007 12:33 PM

I think it's pretty wrong and just skeevy to appropriate someone's likeness in such rude way, even if consumers do 'respond' to it. If that's all you can think of to get the target to respond, well then that's pretty sad.

Posted by: Jason on September 5, 2007 1:41 PM