Millennial, Gen-Z Opps: Kraft Singles updates packaging, logos (Score 61)

Sales lead: Get in touch to help this brand promote the rebrand. 

• Kraft Singles (KS) rebranded with new packaging and logos.
• The new packaging has a textured flap that will make it easier to open. 
• KS also launched new ultra-thin and extra-thick slice options. 
• The brand hopes this will help it reach Gen-Zers & millennials more effectively.
• jones knowles ritchie helped KS with the project. 

Target demographic: Gen-Z & millennials

The brand will likely:

• Continue increasing ad spend
• Shift ad dollars around to target younger consumers
• Seek new agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: KS spent around $4.7m on national TV ads YTD, a significant increase from $1.6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $28.2m in 2021 to $6.5m in 2022. 
• Ad programming: It placed ads during programming such as The First 48, Law & Order: Special Victims Unit, Vanderpump Rules, Below Deck Mediterranean, and NCIS. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: KS spent about $2.9m on digital display ads YTD, up from $1.3m spent in this channel during the same time period of 2022.
• YTD data: 203.5m impressions via Instagram (42%), YouTube (21%), Facebook (19%), and desktop video (18%).
• 2021-2022 spend: Full-year spend fell 28% from $5m in 2021 to $3.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, youtube.com, facebook.com, and twitch.tv. 

Additional channel insights  

• Vivvix: KS holds media planning discussions in Q4, and it buys during Q3. 

Agency analysis:

• Opportunity: Reach out if you can help KS promote the new packaging. 
• Current roster: 
  • Johannes Leonardo: creative AOR
  • Leo Burnett Worldwide: creative, digital, social, & experiential
  • Starcom Worldwide: media buying & planning
  • Upshot: creative & digital
  • jones knowles ritchie: branding