Brands need to deliver value

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Coming from a cold country, I’ve experienced extended waiting periods in bus stops during harsh winters. Not something I would recommend to anyone. But many people will endure this situation throughout the upcoming winter and Kraft found an innovative way to combine a marketing campaign with a service that communicates the key benefits of their Stove Top brand stuffing

“In the latest example of a trend that is becoming increasingly popular on Madison Avenue, heated air will descend from the roofs of 10 bus shelters in Chicago, courtesy of the Stove Top brand of stuffing sold byKraft Foods.

From Tuesday through the end of this month, Kraft is arranging for the company that builds and maintains the bus shelters, JCDecaux North America, to heat them, trying to bring to life the warm feeling that consumers get when they eat stuffing, according to Kraft.”

That’s a great step in the right direction. But Kraft could go further: Why not extending this program to many more cities, not limiting it to a month, extending the program till the spring? As Drew pointed out in his post, Samsung didn’t offer the airport charge stations for a limited time or to only one terminal, they showed a real commitment. And, that’s the difference between an advertising stunt and a real social marketing strategy in order to deliver value: You have to be in it for the long run. The current, very limited campaign is more of a stunt, something that will be forgotten quickly. But, a real commitment to bringing warmth to people will put that warm spot for the brand in people’s heart. Kraft, it’s not too late.

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