Dive Summary:
- Crispin Porter + Bogusky's "new-stalgic" campaign for Kraft wants consumers to feel like the four new Mac & Cheese flavors—Garlic & Herb Alfredo, Buffalo Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle—are old favorites.
- A new site launched for the campaign allows users to view an entire revisionist timeline of vintage photos, videos and ads that date the flavors back to 1938.
- A Pandora station, New-stalgic Tunes, was also launched and will play new covers of old songs, and Kraft is also updating past decades of its Facebook timeline to reflect its new history.
From the article:
... They flavors were just invented, but Kraft wants them to feel like they've been around forever—as rich in history and nostalgic in feel as the original. So, it has invented a whole imagined history around them—one that never existed. "Even though it's new, it's nostalgic. It's new-stalgic," the agency explains. ...
