Snapper Sam is back: Get nostalgic
Snapper®, a brand of Briggs & Stratton, is starting the new year with a refreshed look, a new website and the return of Sam the Snapper, the brand’s original icon.
The refreshed brand evokes nostalgia with a simpler logo, a hint of humor in the brand’s content and ads, and images that take you back to the pride you felt the first time you mowed your first lawn, said the firm.
“We hear time and again from our customers that their first experience mowing a lawn was with a Snapper,” said Christin Wam, director of marketing, Briggs & Stratton’s turf & consumer products group.
“The connection with their parents or grandparents in that moment, and the sense of accomplishment sticks with them,” said Wam.
A cast iron turtle head ornament appeared on some of the earliest “Snappin’ Turtle” mowers back in the 1950s. That association with the brand eventually led to Sam the Snapper as an icon for Snapper mowers.
Like the brand, said the firm, Sam has evolved over the years and was most recently used in 2009 before making his return as part of the current brand refresh.
“We wanted the new look of the brand to honor the connection so many people have with Snapper and the memories that the brand brings to mind,” said Wam.
The company said its legendary brand, which celebrated 70 years in 2021, is building on seven decades of crafting easy-to-use equipment and opportunities for families to create memories and landscapers to build their businesses.
“The new look leans into that heritage as Snapper continues to attract the next generation of users,” said the company.
In addition to the new logo and website, the brand has launched an Instagram page (@snappermowers) to further its engagement with its loyal customers.
Briggs & Stratton, headquartered in Milwaukee, Wis., produces engines for outdoor power equipment, and provides innovative products and diverse power solutions to help people get work done. Brands include: Vanguard, Ferris, Simplicity and more.