Mack, I'll agree with you in 95% of your analysis here, but I think we're focusing too much on the hole and not enough on the donut. I'm sure this social media outreach is just one component of a larger campaign that will ultimately define success or failure. For example, I have noticed a "floor graphic" at my grocer, and coupons for the lite cream cheese on other flavors of Philly Cream Cheese.

I'm not ready to call this a meatball sundae just yet, but if Kraft is unsuccessful with this blog, it doesn't rule out the possibility that one might be successful, if executed differently.

Paul good point and I'm sure the blog is just part of a larger promotional strategy.

The problem I see is, it's completely unrealistic to expect to build any type of sizable readership for a blog such as this in a month or less. And when that likely doesn't happen , I fear Kraft saying 'well we tried a blog, it didn't work, so that's that'.

Starting a blog as a promotional device for a month-long campaign is a disaster waiting to happen. Now if Kraft were to shirt gears and actually start blogging and letting us see inside the company and learn more about brand managers such as Adam and Tyler (minus the 'too cool for school' shtick), then a blog could be a big success for them.

But I don't see much success for the blogging portion of this promotional campaign.

It's an interesting idea, but I wonder how carefully scripted it is. I doubt a giant by-the-book marketer like Kraft will expose its internal thinking and planning for the folks at Breakstone and whoever else sells cream cheese to see.

If it smells too much like just another aspect of an ad campaign, I think it won't work. But as you said, Mack, it's good that they're experimenting.

These guys are weak, as they try to be, but very weak....no originality, very boring.

And, They make a huge faux pas...Erica is drinking a diet coke in the video. Why not a Kraft beverage????

And talk about a environmental catastrophy....take a look at all of that useless packaging.

It kept me entertained enough to watch a handful of videos, but that's about the extent of it.

I'm with the rest of you - it seems to polished and scripted. Even the site layout screams corporate. It reminds me of NBC's The Office website.

It's almost like Kraft is heading in the right direction, but they are afraid to let go.

Hiya, probably hard to believe, but this was honestly an idea born over happy hour. We truly believe we have a cool idea with the JetBlue partnership and a super product, but wanted to make it bigger... potentially even bad (in a good sense). Let's face it, how many ABMs would be willing to wear white tuxedos to support a new product launch? I was lucky enough to be working with Adam and Tyler. They really are great. We believe in the product, we believe in the program, and the Diet Coke was from a prior meeting in the conference room (free is always good!). This was/is honestly about three people who feel passionate about their product and wanted to do something different to talk about it. We're more than happy to engage in dialogue here or any other forum. For real. Cheers!

Ericka thanks for stopping by! I think the campaign itself has promise, and I like the idea of Adam and Tyler being on the flights themselves and talking to the customers and getting direct feedback.

But IMO it's going to be very hard for you guys to get any type of significant boost from the blog, because it simply takes much longer than a month to develop a solid readership and community for a blog. I just don't want you guys to evaluate this campaign after it's over and think 'well the blog didn't really do much for us', because it's being put in a position where it's going to be very difficult to get good results.

Now if you were to start a blog where you or Adam and Tyler were to blog about Kraft itself, what goes into production, the marketing, etc, and just us it as a way to let customers get to better know you, then blogging could definitely help Kraft. But you have to approach blogging as a long-term deal. Among Daily Fix's writers are several of the most popular marketing bloggers on the internet, and it would be very difficult for us to launch a new blog and have it be a big success in just a month's time.

So I appreciate that Kraft is dipping their toes in the blogging waters, but I would rather see you using blogging as a long-term effort to better reach and understand your customers, and let us understand you. Let us see that Kraft is made up of smart people with great ideas like Ericka and Adam and Tyler. If you can get to the point where we can get to know the people behind the company, then you have a SERIOUS advantage over your competition. Serious.

"We believe in the product, we believe in the program, and the Diet Coke was from a prior meeting in the conference room (free is always good!)."

BTW I thought you drinking Diet Coke was a GREAT idea! Why? Because it shows me that you're being real. What?!? You mean a manager working for Kraft might consume a non-Kraft product?!? Perish the thought ;)

But again, keep pushing. It takes baby steps at first for large companies in the blogosphere, and to get comfortable with the idea of pulling back the curtain and letting people see the Wizard behind the curtain. But it helps transform Kraft from a large company in big buildings that we can't relate to, to being a company made up of REAL people like Adam, Tyler, and Ericka.

We can relate to real people. That's what we need to see and who we need to hear from. Keep pushing.

Hello again! Sorry for the delay... I was stuck in a Midwest travel nightmare. Anyhow, definitely appreciate all the advice and support relative to our foray into blogging. We totally agree with the notion that a blog shouldn’t be a one-time deal, rather a continuous conversation. We started our Love My Philly blog last fall and the intent is to keep on blogging with people that are just as passionate about cream cheese as we are.

AdamAndTyler.com was really meant to support our JetBlue ‘Breakfast from Heaven’ program. We’ve received some excellent response so far and have picked up quite a few national mentions, which is exciting for everyone involved. I’m proud that Kraft has been supportive of our various initiatives and allowed us to experiment a bit. Only a sign of good things to come!!

What makes me laugh in all of this, is how out of date big corporations are getting with current nutritional knowledge. Go onto www.mercola.com or any of the big natural health sites and the message is: DON'T BUY LOW FAT PRODUCTS, because they fill them with gross toxic fillers. Full fat products are the way to go. Even the research about saturated fat from the 70s is turning out to be false.

They should be promoting their old-style FULL FAT cream cheese. It is better for people's hearts, and a way easier sell because it tastes so much better.

Also check out www.westonaprice.org on this.

Signed: Ann (marketer and nutritionist!)

Hi Ann,

I can't speak for all lower fat products, but our 1/3 Less Fat PHILLY is made with the EXACT same ingredients as our Regular PHILLY. We didn't add a thing to get great taste in a lower fat version. Honest! You can check out the ingredient lines for yourself. We know there's a ton of skepticism out there, which is why our marketing challenge is as tough as it is... it really does taste great. At least I think so : )

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