Article: http://adage.com/article/news/kraft-launches-campaign-revive-jell-o/243616/
As a child, Jell-O was one of my favourite choices of dessert. It was a colourful, fun and sugary treat to enjoy. However, I don’t recall having eaten Jell-O in years… and I bet it would be the same for other people as well.
The once iconic brand has dropped off the radar in recent years due to changing eating habits; in particular, people’s focus on healthy eating. For the first few years of the 2000’s, Jell-O was quite successful as the company was able to capitalize on the trend of the Atkins diet by marketing its sugar-free Jell-O. However, the Atkins diet being a trend, this sugar-free Jell-O was only successful for the duration of the trend. Now, after months of analyzing the market and studying how it should position the brand, Kraft has decided on reestablishing the dessert as “food for fun.”
The main point of difference that the company will focus on when marketing Jell-O is that it is fun to eat. This is different from what most companies in the snack market are advertising; the classic “healthy option.” Many snacks are advertised for being under 100 calories or having 100g of fiber or being baked rather than fried. However, Kraft understands that Jell-O will not succeed by targeting a health conscious adult market so it has shifted focus back onto the market of children. I think that the idea of having fun (while enjoying a sweet, sugary treat) is one that is often forgotten in an era where children are growing up extremely fast. I like the approach that Kraft is taking for Jell-O because kids nowadays are not getting to truly enjoy the “simplicity” of being a child.
Sources:
http://adage.com/article/news/kraft-launches-campaign-revive-jell-o/243616/
http://en.wikipedia.org/wiki/Atkins_diet