“There is no such thing as a mature brand, just tired marketers,” according to Tony Vernon (pictured) who is going to run the Kraft food business when the company splits into two next year. Current CEO Irene Rosenfeld will run the snacks business based around brands like Cadbury and Milka.
Vernon was speaking as Kraft announced an increase in fourth quarter profits revealing a strong performance in the US and Europe but slower than expected growth in emerging markets, the main focus of the snacks business.
Vernon pledged to increase the company’s ad spend aimed at younger consumers and the Hispanic market in the US and said that the food company would have “the spirit of a start-up and the soul of a powerhouse” and “New York chutzpah with Midwestern values.”
He chose to demonstrate the new Kraft by showing a selection of commercials from the company’s new roster of creative agencies, who have been required to earn their spurs on mature, low-performing brands. Current agency of the moment is Droga5 which made its debut for Kraft with a controversial campaign for Greek-style food brand Athenos and is currently handling the big budget launch of Milkbite, a milk and granola bar. The campaign features a most unKraft-like animated character called Mel.