Wawa WOW!

Published on: Apr 8, 2005

That’s it… Short, sweet, elegant… WOW!

Wawa has its new branding/positioning “slogan”. After meeting with a variety of people in Focus Groups, “Benjamin James” has presented us with a new “brand”. The intent of this project was to identify Wawa’s strengths and identify ways to direct our efforts. The efforts to rejuvenate and expand our tourism industry will be enhanced by uniting and defining our identity.

In quoting from the report from “Benjamin James” they say:

Wow! straight up fun, and a terrific extension of the unusual name of Wawa, which has built-in caché. So instantly this positioning has a lot going for it. It is also fun to say along with the town name, and always should be said that way. From now on, we’re “Wawa, Wow!”

Wow! communicates that Wawa is an experience. This concept strongly acknowledges what we found out in our focus groups… that Wawa is a joyous surprise. It has that “Wow” factor…

We see Wawa, Wow! becoming a part of Wawa’s everyday jargon. “Get wowed in Wawa”.

It seems so simple, but there are so many ways to apply this. The addition of “wow” to the current Wawa logo, changes it; it seems to make it complete… but that is only an idea. It will be up to the community and businesses to grab hold of this “brand” and use it. It should become like Watson’s Algoma Vacations phrase, “Fish the Finest”, that phrase appears on all their promotional material. Subway’s “Eat Fresh”. It goes on, and on. Even those of us who are jaded by the scenic drive back from the Soo, how many times have you heard “Wow”?

“Benjamin James” believes that this is the positioning that Wawa needs. Their question, “Is Wawa ready?”

Send an email, and let Municipal Council know what you think.