Kraft Foods Inc.: Jell-O's Jiggle Rs campaign
William D. BaueOverview
In February 1989 the promotions department at Kraft General Foods (later Kraft Foods) handed Anne Ivanhoe, at the time Jell-O product manager, what it must have thought of as a light assignment to help her coast through the three months until her maternity leave. Budgeted at a mere $5,000, the project had circulated since before Bill Cosby had started promoting Jell-O in the early 1970s but had never gotten off the ground. The idea was deceptively simple: quadruple the proportion of Jell-O to water in the recipe, adding one...