Iconic mower brand gets a new look and tone

MILWAUKEE, Wisconsin (January 18, 2021) – 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 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.

The refreshed brand evokes a 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.

“We hear time and again from our customers that their first experience mowing a lawn was with a Snapper. The connection with their parents or grandparents in that moment, and the sense of accomplishment sticks with them,” said Christin Wam, Director of Marketing, Briggs & Stratton’s Turf & Consumer Products Group. “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.”

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, Sam has evolved over the years and was most recently used in 2009 before making his return as part of the current brand refresh.

Like the brand, the Snapper line of products has evolved over the years and now includes zero turn mowers and tractors as well as walk mowers, a full suite of 82V battery operated tools and a line of turf care products specifically for landscape profssionals.

Media Contact: 
Christin Wam
Briggs & Stratton

About Briggs & Stratton

Briggs & Stratton, headquartered in Milwaukee, Wisconsin, is focused on providing power to get work done and make people's lives better. Briggs & Stratton is the world’s largest producer of gasoline engines for outdoor power equipment, and is a leading designer, manufacturer and marketer of commercial lithium-ion batteries, power generation, pressure washer, lawn and garden, turf care and job site products through its Briggs & Stratton®, Simplicity®, Snapper®, Ferris®, Vanguard®, Allmand®, Billy Goat®, Murray®, Branco® and Victa® brands. Briggs & Stratton products are designed, manufactured, marketed and serviced in over 100 countries on six continents. For additional information, visit ​​ ​and ​