Kraft - Philadelphia and Milka: A meaningful reward
Kate Sirkin, Mohit Lodha and Dominika Sadlak-EdwardsStarcom MediaVest Group
It's not just a stab at altruism, meaningful marketing builds brand awareness and engagement as case studies from Kraft's Philadelphia and Milka brands show.
As consumers are more and more able to opt out of marketing that they do not find personally relevant, either because the categories are not ones they purchase, the messages are not appealing or they simply don't want to be forced to watch, read or listen to irrelevant marketing messages, the marketing industry is challenged to find new...