Kraft Foods, Inc.: It's How To Unplug campaign

Susan Risland

Kraft’s General Foods International Coffee, a range of instant flavoured coffee was facing increased competition from rival brands and from coffee shops such as Starbucks.

Kraft Foods, Inc.: It's How To Unplug campaign

Susan Risland

OVERVIEW

The "It's How to Unplug" advertising campaign, handled by the New York office of Young & Rubicam, encouraged women to pause during busy days and relax with a cup of General Foods International Coffees, made by Kraft Foods, Inc. "Inhale the subtle cinnamon aroma. Sip slowly until you unplug," suggested a magazine advertisement announcing that Cafe Vienna—one of the brand's many varieties—had been reformulated with a richer, creamier taste. Since their launch in the early 1970s, General Foods International Coffees had been marketed with an emphasis on the idea...

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