Kraft – Dairylea Dunkers

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


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...