Repositioning an Iconic Brand

Subway is working on one the most impressive brand resurgences of all time. We were brought in to modernize the brand’s digital presence, create content, help re-launch their loyalty program, and define their brand purpose. The fresh creative and brand expression flipped the approach from price-conscious to showcasing the craveability of a delicious Subway® sandwich.

S50 was honored to be brought on-board to help Subway kick-start a major transformation. We started with a strategic partnership pairing our insights and creative team with their internal insights and brand team, followed by doing a deep dive into uncovering the core Purpose of the brand. That work gave way for a global consumer study to help define the brand’s positioning at the global level. Out of that came a unified brand voice, archetype and global content strategy with core content pillars that could be dialed up or down based on regionality. This work laid the foundation for a consistent brand identity across the globe.

At an executional level, S50 was brought in to do a global re-design of the Subway.com website, reboot of the very popular 90’s loyalty program, develop social media content and execute their eCRM program. This work entailed engaging our customer experience team in a full digital persona and journey exercise, strategy and creative coming together to deliver a craveable new experience and architecting the right tech solutions for the needs of the brand.