Kraft – Dairylea Dunkers

Giles Hedger

Campaign in 1998-1999 by J Walter Thompson for Dairylea (Kraft). Objective: reposition brand, widen the appeal to older children, without offending mothers.
Agency: J Walter ThompsonAuthor: Giles Hedger

The Dairylea You Can Dunk

THE DAIRYLEA SPELL

Dairylea traditionally had its heartland among pre-school and primary school kids and their Mums. Its chief brand advantage was a winning combination of goodness and fun, and communication had developed this equity primarily with Mums.

Mum had been shown how happy Dairylea could make her kids; the lengths her kids would go to for Dairylea; the tricks they would play; the stories they would tell. And all the while Mum could bask in the promise of dairy goodness that shone from every field, every...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands