http://adage.com/article/news/kraft-launches-campaign-revive-jell-o/243616/

Sales for Jell-O in recent years has been declining, met with the reductions in marketing spending for Jell-O. This is mainly because Jell-O is not clear in its purpose. It is like a combination of snack and dessert. Consumptions for desserts has decreased significantly as people become more health-conscious. The new advertising campaigns focuses on how “chocolatey” and how fun it is. Kraft has observed that the trend for people’s diets has become less diet conscious, therefore their new ads emphasizes the sweet and creaminess with no regard to calorie or healthy living levels. I personally don’t think that making new Jell-O advertisements look “sweeter” will help the sales. This is because people automatically associate with calories and unhealthy. However, Jell-O should focus on emphasizing its “fun-ness.” This is Jell-O’s unique selling proposition, or what differs Jell-O from other products. In order for Jell-O’s new advertisements to be effective, Kraft needs to first identify its position, either fun, sweeter, or fun and sweet. After these decisions are made, the ad for Jell-O would be more effective and hopefully face the right target group.