International Business 13 edition. page 395-396. Mini-case: Witty, Irreverent, a
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Question
International Business 13 edition.
page 395-396.
Mini-case: Witty, Irreverent, a Little over the top?
Minicase: Witty, Irreverent, a Little Over the Top?
Kraft, the 109-year old cheese company, released a new ad campaign in 2011 for its Athenos
line of hummus, combining shock value, social media, and a little stereotyping. A young woman,
Michelle, serves her friends Athenos hummus, and a Greek yiayia, or grandmother, comments
that Michelle dresses like a prostitute. The hostess does a verbal double-take and the Greek
grandmother repeats the word prostitute for good measure. Then the narrorator points out that
at least Yiayia endorses Athenos hummus. Athenos may be the only thing approved by Yiayia,
goes the tagline.
The ad is part of Krafts efforts to shed its stodgy image and appeal to the denizens of Facebook
and Twitter. In other recent efforts, Kraft has shown parents being arrested for eating their
childrens macaroni and cheese, handed out macaroni and cheese through Twitter, held a
contest in which divorcing couples can win money if their split resulted from differences over
Miracle Whip, and made the Yiayia popular enough to claim more than 150,000 Facebook hits.
Another ad features a couple declaring that they eat Athenos yogurt for breakfast, before Yiayia
informs them they are going to hell for not being married. In another, the yiayia calls a stay-athome husband a wife.
Some Greeks have reported that they found the ads offensive, yet the ads may have persuaded
a number of people to try hummus (although at least one commenter maintains that hummus
isnt actually a Greek food at all).
Questions:
1. View the ads. Did you find them offensive?
2. Do you think such ads will help Kraft shed its older stodgy image?
3. Can you develop a similar campaign for another old-line?
4. You have read minicase "Witty, Irreverent, a Little Over the Top?". This minicase pointed out the attempt of Kraft to interject humor into an ad campaign that ended up being offensive to many people.
What ads do you find to be offensive? What is the product and why is it offensive?
Explanation / Answer
Kraft has a unique sense of advertising . The way he attracts the audience by abit of pepper coated comments and negative approach to something. The audience concentrate on the thing ,that is commenting about. ADverstising campaign has a special way to deliver the message that the cheese is irresistable. I have seen few advts on youtube. I liked a advt stating the grand mother is young at heart and can have dinner on the kids table. The mode of carrying the message intensifies the taste of the product. Grand mother shows or explains in her own way of her interest in the product.
1 A) The advts are to some extent neat and nice . The company has its own way of expressing its views.
2 A) Advts have given different tastes and added new flavours to the old roots of the system. The company is changing its products in pace with the new desires of the people. Cheese and other products are very taste and tempting breakfast or evening snack items. But the advts also show it has a dinner or supper time.
3 A) The development of similar advt for old line :
The Sharken's family is invited for dinner by Potts.Dinner is served and all items are displayed on the table but the sharken's werent ready to start the dinner. The hosts wait patiently but the guests are still looking up for some new item .They feel until the Kraft cheese and macaroni is present party dinner is not complete. Knowing the reason pott's family ask the cook to taste up the dinner with Kraft Cheese and Macaroni. and they all enjoy the party dinner.
The bottom-line message, party time is Kraft cheese and macaroni time. The kids and parents eagerly wait for that particular dish, even though alot of different spiced up dishes await on the dinner table. That the old tradition from long long years in Sharken's family.
4 A) The mini-case of Kraft :
The mini-case to show the way the Kraft advts inject humour into advts. The advts didnt always end up to be offensive . Few advts have a neat sense of humour and sarcastic way dealing with others. Few advts proves a smooth humor of mother trying to steal her baby food. Some of them have a neat way of enjoying the sweet humour.
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