KRAFT SINGLES “ALMOST”
Almost almost never cuts it.
THE ASK: Get people to buy real Kraft Singles over the generic, off-brand stuff.
THE ANSWER: Tell the truth – that generic American Cheese is *almost* the same as Kraft Singles. But when it matters most, almost just won’t do.
This flexible campaign formula allows for lots of great storytelling.
...Grape juice is almost red wine (tell that to a Sommelier)
...A wolf is almost a dog (though your landlord may disagree)
...A treehouse is almost a house (and squirrels make great roommates)
...Mini Golf is almost Golf (put down the nine iron, Chad)
...A hostel is almost a hotel (top bunk or bottom?)
The list goes on and on.
We started with 3 simple :15s but the possibilities are endless.
Eternal S/O to my wonderful, brilliant, hilarious friend Emma Arnold for bringing me on for this one.
And to the impossibly kind and gifted Jamie Mageau who was the art to my copy on this fun project.