BaskinBrand - Tag Archive for "Kraft"

Revolving Digital Doors

Published on September 20, 2012 by JSB

I used to decry the fact that CMOs who embraced much of the ethereal nonsense of branding never stuck around their jobs long enough to suffer the consequences of their actions; they, along with their agency friends who enabled the nutty (and usually hefty) expenditures, moved to new jobs where they busily got to work

Kraft & Kellogg’s Are Clueless

Published on May 31, 2012 by JSB

Kraft has rebranded its salad dressing as “anything dressing.” Kellogg’s “Project Signature” is intended to change the way consumers experience breakfast. Both companies are enamored with the ideas, emotions, associations and appearance of their branding. And both companies are clueless. You wouldn’t know it from the fawning media coverage that takes even the most inane

Oscar Mayer Misses An Opportunity

Published on May 24, 2012 by JSB

Oscar Mayer is running one of the biggest ad efforts in its 100+ year history to promote a line of cold cuts that use no artificial preservatives. It’s entitled “It’s Yes Food,” and the spot I’ve seen shows a mom saying “no” to various things her family wants to do but then saying “yes” when