Two years after splitting from Philip Morris, Kraft Foods has changed its logo – with the intention of clearly differentiating its corporate brand "Kraft Foods" from products sold under the brand name "Kraft". Until then, the same logo had been used for both.The change resulted in a resounding flop: The corporate logo unveiled in February 2009 was modified 4 months later! In fact, the logo of February had several flaws that were immediately pinpointed by various commentators: A very "amateur" finish, inelegant, over-the-top, with a motto too closely "fused" to the logo itself, where the emphasis on the word "delicious" lacked subtlety. The final logo therefore remedied all these faults.
I like to draw your attention to the new slogan "make today delicious”. By reintroducing taste in food, Kraft Foods followed one of the key consumer trends that I often speak of on BrandWatch. This approach is associated with significant investment in free consumer services "To provide assistance and solutions”, as this video shows:
- A recipe magazine (highlighting Kraft products);
- Applications for the iPhone;
- Dedicated web sites (food/wine harmonizing) with co-brand hosting (here with Wine Spectator, the leading U.S. magazine).