Kraft Foods, the 2000 David Ogilvy Research Awards finalist, was looking for a way to dissuade US mothers from switching to less-expensive brands of processed cheese. It hired several research organisations to realise the ideas. After synthesising the various research results, Kraft researchers nailed down two key concepts that could stop mothers from defecting: show how much kids love the taste of Kraft Singles, and emphasise that the brand provides the calcium they need. The creative team at o...

BPIR Categories

1.2.1 Product strengths/weaknesses/opportunities/threats
4.1.4 Develop & implement marketing strategy

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