Quick Poll

Davis Advertising

Developing New Tagline for Honey Dew

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

Execution

The client selected a new tagline and brand personality, which evolved the current brand to one that focused on Doers + Energy & Fun + Inspiration + Selection & Quality = Dew Life. Dew Life offers a more youthful and active approach to the Brand, appealing to a broader audience and the understanding that however/whatever you’re doing, Honey Dew is the support to that endeavor.

We integrated the new tagline into all creative executions, including digital billboards, TV, radio and POP. Along with the new tagline, we enlisted a new voiceover artist who was more youthful and energetic as the new voice of the brand, and developed a fun sound signature to further impart the Honey Dew message into listeners and viewers.

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