Velveeta and Kraft - Two Cheesy Innovations Velveeta cheese-scented nail polish & Kraft rebranding to "Mac & Cheese"
The interesting aspect is the way both brands pushed boundaries. Velveeta nail polish wasnt just a marketing stunt e� it tapped into the trend of food-inspired beauty products, blurring the line between food and fashion. Kraft name change, on the other hand, was a strategic effort to adapt to how consumers naturally refer to the product, embracing a modern and casual identity.
The highlight of the campaign was its bold, unconventional approach. Velveeta cheese-scented nail polish was unexpected and created buzz in both the food and beauty industries. At the same time, Kraft rebranding decision simplified its product name, making it more appealing to a modern audience while staying true to its playful brand image.
Both initiatives targeted millennials and Gen Z, who appreciate bold, fun, and unexpected innovations. Velveeta nail polish was designed to attract younger audiences who enjoy playful, quirky products, while Kraft rebranding was meant to resonate with families and young adults who enjoy comfort food in a more casual, relatable way.
TARGET AUDIENCE
About the
Campaign -
The interesting aspect is the way both brands pushed boundaries. Velveeta nail polish wasnt just a marketing stunt e� it tapped into the trend of food-inspired beauty products, blurring the line between food and fashion. Kraft name change, on the other hand, was a strategic effort to adapt to how consumers naturally refer to the product, embracing a modern and casual identity.
Core Theme of the Campaign -
e� Velveeta Nail Polish: A quirky PR stunt, Velveeta launched cheese-scented nail polish, catching attention from both food and fashion fans.
e� Kraft Rebranding: Kraft simplified the name of its iconic "Macaroni & Cheese" to "Mac & Cheese," reflecting how consumers naturally refer to the product.
e� Unconventional Marketing: Both brands used unexpected, bold ideas to engage their audiences and create conversations around their products.
e� Buzz Generation: Velveeta nail polish gained a lot of social media buzz for being playful and eccentric, while Kraft rebranding showed a modernized, casual image.
e� Appeal to Younger Audiences: These campaigns resonated with millennials and Gen Z by embracing creativity and relevance to their lifestyles.
e� Cross-Industry Appeal: Velveeta crossover into beauty added an element of surprise, while Kraft rebranding made the product more accessible and relatable.
e� Visual Appeal: Both campaigns utilized strong visualse�Velveeta packaging for the nail polish was sleek and fun, while Kraft new logo was clean and modern.
e� Memorability: The uniqueness of a cheese-scented nail polish and the modernized branding left a lasting impression on consumers.