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Last week, IHOP jumped into the summer season with a new “smiling” logo to differ from the past “frown,” as well as a marketing campaign following suit.

With the change, the popular chain has begun showcasing the new logo with #IHOPSmile on their social media platforms and will soon begin a “Summer of Smiles” marketing campaign, including events to honor organizations and individuals making a positive difference within their communities. The first event will take place June 25 as a “Monumental Pancake Lunch.” Clearly IHOP is aware of their target market’s perceptions and digital preferences, allowing the brand to effectively cater to their audience. Rather than advertising specific products and promotions, the brand has chosen to use the powerful trend of positivity and personal connections to enhance brand recognition and relationships with consumers.