I just hurried over to Facebook to like Kraft Macaroni & Cheese. Why in such a rush, you may ask? Well, because I just had the most earth-shatteringly delicious batch of mac and cheese, of course. Actually, that isn’t true, although it sounds fantastic and that may be my next step. The real reason? This article. I’ve always loved Kraft, and their mac and cheese is pretty much a staple in my kitchen for when I’m feeling less than creative. Let’s surpass my swooning over these new delightful flavors, and get right to the point of the blog: advertising. This campaign covers everything. From video and radio to social media, Kraft has it covered; it even has its own website (a pretty cool one, I might add)! While the ads may seem a little cheesey (insert chuckle here), that’s entirely the point. They have even given it a name: “new-stalgic.” They have created a whole history for these brand new flavors so that their customers will feel a timeless connection to the new products just as they feel for the 75 year old brand.
I was pretty surprised by this video (from this article today in Adweek), despite the fact that I knew what was happening.
What is your opinion of this so-called “prankvertising”?
Comment with your thoughts!
UPDATE 9/9/13: My teacher just shared this blog post regarding this advertisement, which discusses an entirely different concept as a possible followup to this advertisement or other “prankvertising” in general, which turns a simple viral video into inbound marketing and draws in even more potential customers.