Rebranding Kraft Singles for Millennial Moms in Canada
This paper examines the marketing challenge facing Kraft Singles as it seeks to reposition its iconic processed cheese product for Canadian millennial moms without alienating its traditional family consumer base. The paper defines the core problem, evaluates several strategic alternatives—including sentimental branding, social responsibility messaging, digital and social media engagement, value-added positioning, and celebrity chef endorsements—and applies evaluative criteria based on sales metrics and consumer feedback. It concludes by recommending a combined marketing strategy that blends emotional appeal, social media engagement, and in-store product demonstrations to make Kraft Singles relevant to a new generation of health- and ethics-conscious consumers.
- Problem Definition: Kraft Singles must appeal to millennial moms
- Strategic Alternatives: Five repositioning strategies are evaluated
- Evaluation Criteria: Focus groups and sales metrics guide strategy
- Analysis: Rebranding must balance old and new values
- Decision and Recommended Strategy: Combined campaign blending nostalgia and digital media
- Implementation Plan: Budget, timeline, and competitive considerations
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What makes this paper effective
- The paper clearly defines a real-world marketing problem before proposing solutions, grounding each alternative in specific consumer insights drawn from the case material.
- Multiple strategic alternatives are evaluated on their own terms before the author synthesizes them into a single recommended decision, demonstrating analytical rigor rather than premature conclusions.
- The paper honestly acknowledges the tension between Kraft Singles' product characteristics (plastic packaging, factory farming) and millennial values, rather than glossing over the contradiction.
Key academic technique demonstrated
The paper demonstrates structured case analysis: problem definition → alternatives → criteria → analysis → decision → implementation. This is a standard business-case framework that mirrors professional marketing strategy documents. By explicitly separating criteria from analysis, the writer avoids circular reasoning and shows that recommendations follow logically from pre-established evaluative standards.
Structure breakdown
The paper opens with a problem definition that establishes market context and brand attributes. A multi-option alternatives section follows, covering sentimentality, social ethics, social media, value positioning, and celebrity endorsement. Criteria for evaluation are defined next, followed by a brief synthesis analysis. The decision section recommends combining the alternatives, and the implementation plan addresses competitive landscape, budget considerations, and timeline.
Problem Definition
Until now, Kraft has rested its marketing strategy for its processed cheese slices on the traditional demographic of Canadian families. As the millennial market grew, the need to reposition Kraft Singles became immediately apparent. Moreover, the market for processed cheese itself had been falling, and millennials tended toward products that reflected wellness and healthy eating—the antithesis of what processed cheese offers. Kraft therefore finds itself needing to rebrand one of its most iconic products, making Kraft Singles relevant to millennial moms and their children.
Kraft Singles promotes four core brand attributes: health, nutrition, taste, and convenience. To retain authenticity, Kraft Singles needs to develop a new marketing campaign that is relevant to millennial moms while remaining rooted in these four core values. Because processed cheese carries the connotation of being less healthy than real cheese, Kraft Singles cannot readily position itself as a natural living product or one that offers significant nutritional value. However, Kraft Singles can capitalize on the two other attributes of taste and convenience.
Ethics—both environmental and animal ethics—present additional challenges. Kraft Singles needs to overcome the problems inherent in purporting to be socially conscious while selling a product that depends on factory farm dairies and individually plastic-wrapped slices. To address these challenges, the Kraft Singles division has several strategic alternatives available.
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