Jell-O
FOCUS: Consumer Magazine Ads, Television Commercials
Print
Women / Gatekeepers were bored with Jell-O. Sales were flattening. Research showed recipes and new product excitement – if combined with low-cal claims – with attention paid to women’s indulgence, could reinvigorate the brand. The advertising did both, serving up both recipes and new product ideas. It helped to revive Jell-O’s reputation for a new generation.
TV
When Bill Cosby was a beloved TV personality, before his integrity became a question, Jell-O used his high Q Scores to support the brand’s positive attributes. He could be helpful promoting almost everything from the base brand to new brand extensions.
