Kraft Reboots Struggling Jell-O Brand
For the second time in 18 months, Kraft has completely rebooted the marketing strategy for the troubled Jell-O brand.
As processed foods continue to fade into marketplace oblivion, Kraft Foods is yet again rebooting their flailing Jell-O brand. The new campaign is called “Made with JELL-O-V-E” (I bet they were up all night thinking of that one…), and the brand claims the focus is on “incredible bonding moments between parents and their kids.”
So, sure, that’s a nice statement and all – until you actually watch the ad. The entire spot is shots of Jell-O in different shapes, until a one-second shot of a father/daughter duo at the very end. I sure didn’t notice any “incredible bonding moments.”
Furthermore, the spot is accompanied by a horrendously obnoxious song, in which the word ‘more’ is repeated a whopping 18 times in the ad’s brief 30 seconds. That is a whole lot of ‘more.’ Less ‘more,’ please.
I don’t see how this campaign re-positions the Jell-O brand one bit. The whole thing is based on “Hey, look at all the silly shapes Jell-O can make!” – a fact that has been well-established about Jell-O for about 150 years.
Jell-O sales fell by 8.5% in 2013, and by another 7.2% last year. They’re going to need a whole lot more than this dead-on-arrival campaign to change that trend.
Howard Davidson Arlington MA