Wednesday, December 30, 2009

Kraft pulls prank on Hispanic consumers

(Crain's) — Kraft Singles is pulling an April Fool's Day joke in December, armed with the insight that the product's dairy-based recipe gives it a boost with Hispanic consumers.

A fake news story on Univision about Miss Universe, Venezuela's Stefania Fernandez, leads consumers to Kraft's microsite. Kraft timed today's launch of a 39-week partnership with Univision to the Dia de los Santos Inocentes, the Hispanic April Fool's Day that falls on Dec. 28 and features a long tradition of pranks and jokes in Latin America and Spain. In that spirit, Singles is coordinating a fake celebrity news story on that diverts consumers to Kraft's "Don't Be Fooled" website.

Working with Lopez Negrete Communications, the independent Hispanic shop that won the Singles business in 2009, Kraft discovered that the real milk in its artificial cheese product gives the brand a leg up over low-priced rivals, which make their products with oil and water.

"It's a great opportunity to play up our message of don't be fooled by imitation and celebrity news stories," said Singles Brand Manager Clayton Wai-Poi. The media strategy is also clever, reaching Hispanic consumers at the site many of them turn to for news and entertainment.

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