Kraft Mac & Cheese Introduces New Flavors by Making Them Part of Your Past
Crispin Porter & Bogusky Debuts 'New-Stalgic' Site and Pandora StationPublished: Sep 05, 2013
What was the secret of the American Team's domination of the European Circuit of the Grand Cycle of 1954? Kraft Macaroni & Cheese, of course. The three-cheese Jalapeno flavor, to be exact. But being that that flavor, along with Garlic & Herb Alfredo, Buffalo Cheddar, and Cheesy Southwest Chipotle was only introduced this year, how can this be?
Crispin Porter & Bogusky pull off a pretty clever campaign for Kraft with New-Stalgic, an attempt to make the new flavors feel like they've always been around. At New-Stalgic.com, you can scroll through fake historic moments like the Grand Cycle, or the time a box of mac & cheese became a piece of pop art in 1962, how people suffering during the NYC Blackout of 1965 were fed the gooey concoction to help keep them warm, and how the noodle could have been repurposed into a phone in 1987.
The idea is that the new tastes give consumers the same familiar feeling they get from a bowl of the original product -- a blast from the present. The campaign combines "new" and "nostalgia" together for the campaign, which pulls together the vintage photographs and videos. The brand's Facebook page will also post marketing artifacts and assorted memorabilia from the past. And a tie-up with Pandora has resulted with "New-Stalgic Tunes," which plays cover songs that "take you back to right now," as the deep-voiced announcer on the program says.