Have you seen this? I am totally loving this spot-on simple concept. Kraft’s Stove Top Stuffing brand is heating 10 bus shelters in Chicago to literally warm up consumers this December.
This is such an on-brand idea it is almost amazing it hasn’t been done before. As the NY Times quotes, “Stove Top as a brand has a great equity in the area of warmth,” said Ellen Thompson, brand manager…”
What a great way to prove your brand values, rather than just promise them. (And get some nice bonus PR well beyond the marketing blogs.) Chilly commuters will be both surprised and delighted. Credits and kudos to Kraft, JCDecaux, and Draft FCB.
Seeing this really reminded me of how powerful a brand message can be when it is of tangible benefit to the user and not merely a passive advert. I was reminded of an old boss, G.M. O'Connell founder of Modem Media, who’s oft quoted goal was to do "advertising so good that people will embrace it as a service.” (Check the date on that link btw.) As old as that idea is, I think it couldn’t be more relevent in today’s (chilly) climate.
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candace kuss
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