Ad of the Day: Kraft MilkBite Bars

Droga5 introduces the new hybrid product with an anxious brand mascot who doesn't know what he is

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Everyone likes talking-food mascots. They're so full of joy and spirit and love for life. But as it turns out, they're still quite likable—maybe more so—when they're full of worry, angst and existential dread.

That's the case with Mel the MilkBite, the postmodern brand mascot created by Droga5 for Kraft's new MilkBite Milk & Granola Bars. Mel isn't your ordinary carefree literal embodiment of a product, confident in his identity and mission—a big jug of flavored drink mix, say, or a large colorful piece of candy.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in