Dive Summary:

• Kraft's Jell-O brands has seen sales declines in recent years, and the company launched a new ad campaign on Monday that urges consumers to "Fun things up" with a video featuring a father telling his son about his office struggles.
• Jell-O is currently an "iconic brand that has lost relevancy with the consumer due to changing purchase and eating habits," Rick Shea, a former Kraft exec and president of Shea Marketing, told Advertising Age.
• Kraft is currently reinvesting in some of its well-known food and beverage brands that some argue were neglected before Kraft Foods Group split from Mondelez International last October.

Dive Insight:

This Jell-O ad comes as Kraft looks to make good on CEO Tony Vernon's pledge to advertise aggressively following disappointing second-quarter earnings results. "Fun things up" may not necessarily venture as overtly into the profanity swapping territory that Kraft's new Recipe Makers campaign and recent Jell-O #FML hashtag promotion entered, but it is clearly trying to connect with adults and make them think about products from their youth.