If you were among the junk-food fans anxious that a more natural Kraft Macaroni & Cheese would be less tasty, lay your worries to rest: You might already have tasted it and not been the wiser.In a ballsy, brilliant bit of marketing, Kraft hoodwinked millions of consumers into taste-tasting an updated version of its classic product. After announcing plans last year to remove artificial coloring and preservatives from its recipe, some worried that it would ruin a beloved (if questionably neon) meal. So Kraft rolled its upgraded version recipe out to shelves in December ... without telling anyone.
Kraft Macaroni & Cheese
Star Wars: The Force Awakens doesn't feel like it's in galaxy far, far away anymore. Maybe that's because it opens in theaters Friday, or because Disney has partnered with a number of brands that are inundating consumers with ads and products that capitalize on the movie's fandom right here in the Milky Way.
Brands are getting major Star Wars fever ahead of the December release of The Force Awakens. But none has gone for sheer volume quite like Kraft, which breaks a new ad Monday featuring what the marketer says is the largest Star Wars memorabilia collection ever seen in a TV commercial.
You're probably sick and tired of those feel-good Olympic commercials. So this week we have some fresh spots: one featuring a failed rapper; one with a "legen-dary" actor; two brands' humorous takes on modern struggles; and a heartwarming PSA to round out the bunch.
It’s a well-established fact that Kraft Macaroni & Cheese lovers are a fanatical lot, hopelessly addicted to their chosen comfort food. So for them (and me), most of the scenarios in this spot should be familiar: Hiding your mac from loved ones (guilty), snorking the last few bites off someone else’s plate while doing the dishes (guilty), interrupting grace for a forkful, ignoring a potential love interest in favor of delicious pasta, destroying your child's macaroni art in the name of cheesy goodness, and finally stealing a truckload of the stuff in a hyperbolic final act not nearly as funny as the rest of the spot. (Nice to note they're still using Ted Williams' creamy outro at the end.) Set to A Chorus Line's "What I Did for Love," this reliable if somewhat formulaic spot from Crispin Porter + Bogusky is sure to please Kraft's fans who will gleefully share it when they see their own special brand of crazy represented.
Here's a fun bit of false advertising from Crispin Porter + Bogusky for Kraft Mac & Cheese.After 75 years, the brand is adding four new flavors: Garlic & Herb Alfredo, Buffalo Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. The flavors were just invented, but Kraft wants them to feel like they've been around forever—as rich in history and nostalgic in feel as the original. So, it has invented a whole imagined history around them—one that never existed. "Even though it's new, it's nostalgic. It's new-stalgic," the agency explains.Over at new-stalgic.com, you can scroll through a whole historical timeline of vintage photos, videos and ads dating back to 1938, showing milestones in the history of the four flavors. Seems they've been a fond part of everyone's life for decades, despite not actually being in anyone's life ever. As they say, never forget the times you can't remember.The campaign extends to Pandora, where a radio station, New-stalgic Tunes, will play new covers of old hits, and of course to Facebook, where the brand is having fun updating past decades of its timeline.
This week, a tablet computer became a child's playground, Eddie Money went from rock 'n' roll to bittersweet, and Jack Bauer executed some moves in the kitchen (presumably after saving the president).