ON WAS A BILLION-DOLLAR BRAND WITH AN IDENTITY PROBLEM

Despite On’s growth, there was still one surprisingly basic problem: people didn’t know how to say its name. With a logo that looked a lot like “QC,” people were confused.

SO, WE CALLED IN THE ALPHABET EXPERT

We enlisted Elmo to set the record straight on the Super Bowl stage. No frills. Simple message. Alongside fellow GOAT Roger Federer.

AND TURNED CONFUSION INTO CONVERSATION.

The spot sparked an internet-wide debate over what the logo really said, kicking off the Soft Wins brand campaign and helping deliver the biggest sales month in On’s history.