In September 1980, listeners were offered the opportunity to win $50,000 for answering their phones with the now iconic but legendary phrase, "I Listen to the new sound of Sweet 98 FM!"
Operating on a shoestring budget in its early days, the station made its name through a variety of promotions and gimmicks under the guidance of General Manager and DJ William "Bill Cunningham" Honeylamb and Mark Evans, who doubled as Sweet 98 FM's first program director and morning DJ.