U-6 - "Eat Like an Alpha"

For those who have been wondering why the U-6 Oh Boy! Oberto Hydroplane had 'Eat Like An Alpha' Across the side of the boat...Here is the answer...

Oberto Targets 'Alpha' Males
Ground Zero crafts national campaign
-By Gregory Solman

Oberto Sausage Co. is launching its first national advertising this week with a television-oriented campaign by independent Ground Zero, according to Tom Ennis, vp of marketing.

The "Don't be a sidekick. Eat like an alpha" campaign uses comedic situations wherein the dominant, admired character is the Oberto snacker.

One spot set in a police station shows a female cop styling herself mannishly to copy her alpha-male partner.

Ennis, who came to the company from Brinker International a year ago, said that the campaign was preceded by months of research, including segmentation and ethnographic studies, to determine the self-confident "leader of the pack" young males to target. "They like being guys' guys, and they're a little more sophisticated than the typical beef-jerky guy. They love their meat snacks," he said.

Still, Ennis credited the Jack Links advertising for "talking to regular Joes" and "stimulating the category." He said that competitor enjoys an estimated 35 percent market share lead, compared to Oberto's 12 percent.

Despite the No. 1 venue for sales occurring in convenience stores typically attached to gas stations, the category is still growing within those outlets, despite fewer customers due to high gas prices.

Because Oberto targets a "more upscale, ex-urban, suburban male, not the traditional camper/fisher/hiker type," the spots are often set in an office environment, like in one commercial where a Japanese executive is lauded by an acolyte before subserviently suggesting that he'd accompany the executive to the bathroom. "Woodsiness," says ecd Curt Detweiler, "is a self-imposed limit on the category. We're opening it up to an afternoon outing, the workplace, to an exchange as casual as a pack of gum."

"Our challenge is to find what will grow the category," said Anyssa Bromley, account director at the agency here. "That is, thinking of Oberto in an everyday context and making it relevant to everyone."

Miss Tosti Asti 1984

Robert Peters took this shot in 1984 in Detroit and captioned it "This guy looks like he's having fun."

“Smokin Joe” Called to Duty at Port Angeles, and beyond

Joe Souza, aka “Smokin Joe”, the driver of the UL-39 Army Strong-NAPA Auto Parts Unlimited Light Hydroplane won’t be racing at Port Angeles this weekend. That’s because the boat is home, in Odessa, Texas. Its season is finished, but Souza, from Lakewood, Washington, is just beginning a new season in a new assignment. You see, Joe Souza is not just “Smokin Joe”, he’s U.S. Army Sergeant First Class (ret) Joe Souza. He’s seen the Call to Duty – Boots on the Ground and he’s responding.

Souza has been asked to return to the Army as a volunteer advisor-consultant, teaching leadership and pride to our troops. Joe served in the Army for more than a dozen years and now says “I could not have received anything so moving as to this, which is so close to my heart and, I am sure, to my father Colonel Louis J Souza, US Army, deceased”.

Having the U.S. Army as part of the UL-39 team has been an honor for Souza and he’s looking forward to working with Army Recruiters at ULHRA race sites in 2009 as well as one weekend a month as a consultant. It’s also been a special honor for members of the UL-39 team including Crew Chief Tom Bock, Sergeant E5 (ret) and crewman Bob Anderson, Sergeant E6 (ret)

This weekend “Smokin Joe” will be in Port Angeles for the Victoria Express presents Strait Thunder Regatta, meeting with Army personnel and setting the stage for the UL-39’s 2009 season. But Joe remains the quintessential hydroplane racer, as in “have driving gear, will race”. Joe will be prepared to “fill-in” for another driver at Strait Thunder should that be needed. As “Smokin Joe” says, “you never know………………….”

John Lynch
“Voice” of ULHRA Racing

PHOTO: US Army Staff Sgt. Andy Thor