Kraft: Milk-Bone Excitement

Ah, the joys of canine basics: a dog, an uncomplicated graphic device and a logo. "The strategy is 'Nothing gets dogs more excited than Milk-Bone,' " explains FCB writer Matthew Bottkol. While that's a highly debatable notion — fo

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Ah, the joys of canine basics: a dog, an uncomplicated graphic device and a logo. "The strategy is 'Nothing gets dogs more excited than Milk-Bone,' " explains FCB writer Matthew Bottkol. While that's a highly debatable notion — for starters, what about bacon? — we know where he's coming from. "To communicate this simply, we went with an iconic visual solution, appropriate for a category leader. And since all the long-copy ads tested horribly in dog focus groups, it seemed like the right way to go." That must be poodle humor. This "Tongue" execution is the work of noted celeb shooter Jake Chessum, apparently showing his range; the rest are stock.
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About

Credits
Date
Jun 17, 2005
Client:
Kraft
Group Creative Director:
Sandy Greenberg
Group Creative Director:
Terri Meyer
Art Director:
Daniela Montanez
Copywriter:
Heidi Hackemer
Copywriter:
Matthew Bottkol
Art Buyer:
Lucy Raimengia
Art Buyer:
Nina Tolchinsky
Photographer:
Jake Chessum
Agency:
FCB New York
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