How does an iconic brand spread its appeal to a new demographic?
How does an iconic brand spread its appeal to a new demographic?
2 PagesProblem How does an iconic brand spread its appeal to a new demographic? Solution Use a variety of OOH formats to remind consumers of their connection to the brand. Background The growth consumer for Kraft Blue Box Macaroni &Cheese has shifted from mothers and children ages 6-11 to adults 18-54 with children under 18. Kraft’s goal was to reposition the product to appeal to this broader demographic. Objective Kraft wanted to elevate this brand to “America’s Favorite Family Food.” The campaign needed to re-establish the product as the icon it is and unleash families’ latent love for the food. Strategy The campaign needed to recognize the new focus on adults with children in the household.The campaign was to focus on the top three US markets: New York, Los Ange- les and Chicago. Th
