My editor Judann Pollack turned me on to this nugget. Here’s Jane Hilk, a marketing VP at Kraft, on a new push to market cheese slices–yum!–by promoting grilled-cheese sandwiches. Part of the push involves a MySpace video contest called “Have a Happy Cheese.” Pretty badass, right? Kraft agrees.
“I’m not going to deny it; it’s a risk,” Ms. Hilk said in The New York Times. “It’s not the way we typically manage brands.”
Think of this the next time you’re wondering whether the capacity for risk is changing in a consumer-controlled world.
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