Kraft Spiffs Up Its Old Brands
Kraft Foods Inc. is using twitter, Facebook, and new edgy ads to boost sales on mac and cheese, miracle whip and Athenos hummus. In the commercial for Athenos hummus, Kraft has a Greek grandmother tell a party hostess she looks like a prostitute. In another commercial a Greek grandmother calls a stay-at-home dad a “wife” and tells a co-habiting unmarried couple they are going to hell. Here are the links for these videos on you tube:
http://youtu.be/JmD-wDEeOds - yia yia relationships
http://youtu.be/We3MxsWdqOc - yia yia on fashion
http://youtu.be/x9LinzE_85I - yia yia on parenting
Do you think these commercials are affective to the target market? Do you think this these commercials are offensive or funny?
Would you want to go out and buy a tub of Athenos hummus?
In Kraft’s old ads they relied on advertising of moms making lunch for kids and dads demonstrating how to dunk Oreo cookies. Do you think they should have stuck with “family oriented” commercials?
Kraft has plans for a contest in which divorcing couples can win money to pay for their split if it resulted from their differences over Miracle Whip. They also have plans of an offer of $25,000 toward a couple wedding if they submit the best story on how they will manage their differences on Miracle Whip.
Do you think it is appropriate for Kraft to fund a divorce?
The link to the article is: http://online.wsj.com/article/SB10001424052702304450604576416051591186240.html
1. I think these commercials are fine for online but I don't think they are great for TV because they don't send that family message that is associated with Kraft. They also could offend people. I personally was not offended but there are people who could be and that could hurt Kraft's reputation.
ReplyDelete2. The commercials themselves actually did not make me want to rush out and buy hummus. I was more shocked at the commercials for a Kraft product and kind of forgot about the actual product they were selling.
3. I really think sticking with the family oriented commercials is ultimately going to sell more products and keep people happy. Kraft is a brand that's been around a long time and people know it as a family brand and that's what people expect from their commercials-something all members of a family can see. I can just imagine little kids asking questions about what is a prostitute and why are those people going to hell if they saw those commercials.
4. I do not think it is appropriate for Kraft to fund a divorce. Like I mentioned above, Kraft is known as family oriented, etc... so supporting divorce just seems so opposite of their brand image. Plus if it seems like a contest it could send the wrong idea to kids who see advertising and make them think it is a good thing to get divorced because you can enter contests and win money.
1. I felt the commercials were stupid. The comments made throughout the ad had nothing to do with hummus or the athenos brand. It was not funny at all.
ReplyDelete2. The commercials didn't have any details about the variety of flavors of hummus offered or anything really about the product. It didn't provide any incentive for me to go out and purchase that product.
3. I don't think you can go wrong with the family oriented commercial. Majority of children ask for things that they have seen advertised on television. If the commercial showed children eating the product with their friends or even just the parents, this could possible increase the chances of reaching out to new consumers.
4. I think the contest for the divorce is completely inappropriate. This is something that should not be taken lightly and should be kept between the couple themselves. It is disgusting to think that people would do this for money.
As far a the money for the wedding. This is so fake. Their is no way to know how you are going to work out differences until these issues arise during a marriage. It is just a scam for couples to get money. I think anyone who would participate in either of these "contest" are greedy and shallow!