Kraft has introduced a new jingle for its Triscuit brand in Canada in an effort to refresh the cracker’s image.
The company commissioned an original song to be developed on behalf of Triscuit. A 30-second version of the three-minute song, "Good Morning Sun," can be heard in new Triscuit commercials. A longer version is airing on the Triscuit Web site . Kraft worked with creative agency Sharp Blackmore Euro RSCG on the launch. Starcom’s MediaVest Group handled media buying duties.
This marks the first time Kraft has turned to an outside artist to create a song for its brand. ("Good Morning Sun" was composed and sung by Canadian singer/songwriter Andrea Koziol.) Triscuit Canadian brand manager Natalie Redman said the brand arrived at the decision after sifting through scores of music albums and finding none to be a good fit.
“We wanted to find music that would be contemporary, energetic, optimistic and upbeat,” Redman said.
Previously, the Triscuit brand had been viewed as “yesterday’s cracker, a cracker that was of times past and not really relevant for today,” said Redman, referring to research conducted internally by the company.
Efforts like these usually foster an “emotional affinity for the brand” among consumers, in the hopes of driving purchase, said Jarrod Moses, founder of United Entertainment Group.
“What’s unique about this is that brands like Triscuit usually don’t utilize this medium,” Moses added. “It certainly dusts off a brand and makes it contemporary to a younger audience.”