Without selling a single product, Kraft sold themselves and entered the hearts of anyone who watches this video. In an effort to be more relevant with today’s families has released an advertisement that will move not just parents, but older kids as well. Their ad, “Family Greatly”, is the first step in unifying their products and brand through packaging and using real people and families instead of actors. All of this is encompassed in a campaign that will feature the term on their packaging with the social media hashtag #FamilyGreatly.
Kraft, like Gatorade, has decided to share emotion and reality rather than a physical product. Every parent and anyone that has a parent can relate to the intensity this ad brings. More importantly, it lines up with Kraft’s company values. For example, some of the parents who work for Kraft also act as community managers connecting with people that are engaging online with Kraft. The messaging is consistent, relatable, and with the roll out of their new packaging, it will tie the brand’s varied food and condiment products together.
Advertisements like this are only the beginning. Kraft, Gatorade, Dove, and Heineken, to name a few, have released marketing tactics this year that speak to their customers’ values and hint at today’s social movements. Buyers in B2B and B2C get behind companies that line up with their personal and company values. And with Millennials taking over the consumer space, this may be the future of advertising and brand recognition.
Fair warning: This is a tear jerker.