Things just haven’t been the same for Jell-O since the days of Bill Cosby and Pudding Pops, but Kraft is trying to jiggle new life into the brand with a fun-focused new ad campaign.
Jell-O’s advertising hasn’t had a revamp since the early 2000s, when it began targeting adults by touting its sugar free products during the Atkins diet craze. But now, healthy food for families--not desserts--is all the rage. To adapt, Jell-O is shifting its focus back to the younger generation with a new ad campaign with the tagline “Fun Things Up.”
The campaign’s first push comes in the form of a new ad that shows a father explaining to his son what it’s like to be an adult. Cut to the son, donning a suit and combover, commuting to work and dealing with a nightmare boss straight out of Office Space. After a day like that, Dad says, he needs some Jell-O fun.
With this new strategy, Kraft is hoping to boost abysmal numbers: Last year the company saw a 19% drop in refrigerated pudding, mousse, and gelatin sales.
But Jell-O’s “fun” campaign doesn’t end with kids and families. It is also catering to the coveted college-age demographic with molds (perfect for Jell-O shots) in the shape of popular college sports logos.