Kraft summary

Summary

The main idea from Kraft Canada was to get consumers talking more about Shreddies, the familiar cereal brand. The company didn’t have a new product to launch, it wants to make changes to the product itself with a new way to talk about it.

The mission was accomplished. The new diamond concept Bianco was presented on billboards and television spots like a new product. The campaign was tested in Alberta before going national and people were talking of what they were saying. It started a debate about the ads insulted their intelligence or were just plain funny.

Three years ago, Bianco more centralized North American structure for greater local input and autonomy. Decision-making for Canada was a better understanding of our consumers. The specialists found where they was emotionally and how our brands fit into their lives. After results of this area they make it more emotional than it has been and that gives a better positioning for the brands.

Kraft developped customer loyalty of Canadians with a commercial announcing that Kraft would donate the rest of it’s $ 200 000 television budget to charities and with Kraft Hockeyville partnership with the NHL and CBC.

The key of success was changed mentality but not the product and try new medias with a way of fresh thinking. Now people thinks differently about theirs brands.