| Kraft American Singles cheese faced fading sales and needed a way to communicate a major benefit of its processed cheese product: it melts better than natural cheese. Focusing on the joys found in an American classic, the grilled cheese sandwich, Kraft invited animators to create 15-second animations to express the positive emotions associated with gooey cheese. This video case study includes a few examples, and a link below goes to the Kraft website with more animations.
The "Have a Happy Sandwich" campaign included MySpace profile which allowed consumers to vote on their favorite animation. The result was over 2,300 friends joining and the page received over 337,000 page visits and an increase in sales. |
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| 标题 | Kraft Singles Case Study |
| 广告公司 | Publicis Sapient |
| 广告战役 | Kraft Singles Case Study |
| 广告主 | Kraft Foods, Inc. |
| 品牌 | Kraft |
| Posted | 10月 2008 |
| 产品 | 仅限订阅者 |
| 行业领域 | 仅限订阅者 |
| 剧情简介 | 仅限订阅者 |
| 媒体类别 | 案例研究 |
| 长度 | |
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