Launch date May 17
It’s sweeter than you think. In the dessert brand’s world, “F” is for fun. The effort, in conjunction with Crispin Porter + Bogusky, to brighten the hashtag’s meaning is netting Jell-O 500 to 900 Twitter exchanges a day, said Kraft senior brand manager Todd Hjermstad. “Even historic brands have to communicate in a way that’s up to date and consistent with the marketplace today,” he said.