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It's why, after years of merely puffing along, Wise is rolling out a revamped Cheez Doodles, featuring three new flavors and dramatically updated packaging. "We do have a lot of loyal customers, but the brand was due for a refresh," said Wise Foods CMO Jeremy Bjork. A veteran from competitor Frito-Lay, Bjork joined Wise about 18 months ago. One of the first things he noticed, he said, was that Cheez Doodles had the potential to be more than just another snack offering from Wiseit could be a brand that could stand on its own. But for that to happen, he said, "We needed to contemporize the product." Much of that contemporizing is on display right on the bag. Wise decided, logically enough, to use cheese as the thematic grounding for its new image. (See below graphic for the specific updates.) "A name like Cheez Doodles is really simple and straightforward, and it emphasizes the cheese. We thought we could own that," explained Simon Thorneycroft, CEO and founder of Perspective: Branding , the firm that redesigned the packaging. "We know it tastes good, but if we can emphasize the word cheese and build visual equity around cheese, that's the heart of the brand promise." And how do you build visual equity around cheese? Let us count the ways. Out went the yellow background oval behind the brand name to be replaced by a wheel of cheddar.
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