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Kraft Foods Offers Up Warmth

Sympathy Goes A Long Way

Kraft Foods has launched a brilliant new tactic to market its new Stove Top Quick Cups. The brand has rolled out ads in 50 bus shelters around Chicago featuring the tagline, "Cold, provided by winter. Warmth, provided by us. It's a good night for Stove Top." Ten of those bus shelters are heated and offer up relief from the blistering cold by giving out samples of its Quick Cups at those heated shelters.

This is a smart and timely tactic for the brand with Christmas right around the corner. I'm sure the sympathy and free trial offered by Kraft here will have an impact on consumers. What better way stick in the minds of shoppers soon to be stocking up on dinner ingredients this holiday.

(via springwise and NYtimes.com)

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