Kraft Isn’t Kidding With Marketing Changes

Discussion
Jan 12, 2005
George Anderson

By George Anderson

Kraft Foods announced today it was changing the message mix of its advertising in media targeted to kids, primarily in the six to 11-year age groups, to emphasize the company’s
more nutritious products. The company does not advertise in media targeted to those five or younger.

The new strategy, reports The Associated Press, means household names such as Kool-Aid and Oreo, will be advertised with less frequency than in the past.

The company is also putting a flag on the labels of its “better-for-you” products to make them easier for consumers to identify.

Moderator’s Comment: Will Kraft’s shift in marketing strategy help its financial bottom line as well as its corporate image?

We applaud the effort. We would suggest, however, Roger Deromedi update his resume just in case.
George Anderson – Moderator

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