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Crafting Kraft's Makeover
You've probably seen the beginnings of Kraft's new packaging and advertising makeover. A quick visit to the dairy section will showcase Kraft cheese packaging that highlights natural, yet still affordable.
Emily Bryson York of AdAge.com discusses these changes in her article, "Behind Kraft's Marketing Makeover: From New Ad Agencies to New Attitude," which we encourage you to check out. Bryson York writes, "it's a mission that brought a large Kraft contingent to Cannes last year and it begins at the top with CEO Irene Rosenfeld. "All the way from Irene, the marketing is important," said Dana Anderson, senior VP-marketing, noting "the [creative] bar is higher."
Spending has hovered around 7% of total sales, but media rates have fallen, and sales have grown to $42 billion in 2008 from $36 billion in 2007. Kraft reports full-year 2009 results next week.
What do you think of the move by Kraft to update? Will they be successful in keeping customers?
Learn more: "Behind Kraft's Marketing Makeover: From New Ad Agencies to New Attitude"