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Kraft embraces term of endearment to rebrand Kraft Dinner | The Globe and Mail

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CPG Connect | Status: is encouraging members to get involved i... Read more
Posted in July
SUSAN KRASHINSKY - MARKETING REPORTER

Most people would not consider changing their name to Sweetie Pie or Honey Bunny, just to demonstrate that they are loved. But for a brand that depends on people’s affection for its existence, it may just make sense to take a term of endearment and make it official.

That’s just what Kraft Canada is doing. On Thursday, it announced that Kraft Dinner – long known colloquially as “KD” – is rebranding.

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/kraft-embraces-term-of-endearment-to-rebrand-kraft-dinner/article25770268/
 

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