"Reunited with strawberry, raspberry and blueberry, I am berry, berry, happy to be back working with JELL-O," said Bill Cosby. "Still today, people come up to me and ask me about JELL-O pudding and gelatin, and as the great comedian Jack Benny said, ‘JELL-O Again!'"
Hello JELL-O! Bill Cosby and JELL-O Reunite to Bring about Smiles
Brand launches most ambitious integrated campaign in years
GLENVIEW, IL – May 17, 2010 – For more than 30 years, Bill Cosby, one of America's most famous entertainers and JELL-O, one of America's most beloved brands, brought smiles, to both kids and adults, through some of the most iconic advertising spots of all time. JELL-O and Cosby are reuniting to launch the brand's most ambitious campaign in years – Hello JELL-O – to once again bring moments of happy to people, everyday, everywhere.
Now serving behind-the-scenes as an executive producer on the integrated effort, Mr. Cosby will help produce a spot within the new trademark focused campaign by selecting the best giggle in America through a nationwide open casting call staged in 22-cities throughout the summer. In addition, as the presenting sponsor, JELL-O will bring Mr. Cosby back to weekly broadcasts of his new all-family web show, "OBKB," a series of 10-minute webisodes in which Mr. Cosby interviews children bringing about smiles and giggles. "Reunited with strawberry, raspberry and blueberry, I am berry, berry, happy to be back working with JELL-O," said Bill Cosby. "Still today, people come up to me and ask me about JELL-O pudding and gelatin, and as the great comedian Jack Benny said, ‘JELL-O Again!'"
The new "Hello JELL-O" campaign is a multi-million dollar effort, featuring a refreshed JELL-O logo, showcasing a smile within the iconic "O" in JELL-O. The new logo will be incorporated through elements of the campaign, including TV, print, PR, online, out-of-home and in-store.
"Our research shows a happiness deficit in the country, with smiles on the decline," said Cindy Chen, Director of Marketing, JELL-O. "JELL-O has always had the inherent ability to make people smile and when paired with Mr. Cosby, the joy of JELL-O and the message of fun and smiles are amplified. We are thrilled to be teaming with Mr. Cosby again to bring about smiles in everyday lives."
Television and Print
Themed around bringing the happy to America, the television creative is shot in a fresh, bright, documentary style, features JELL-O ambassadors showing up in different towns and cities, interrupting the mundane and the everyday by handing out a little bit of joy in a cup. Driven by an infectious, modernized reworking of the classic JELL-O jingle, each spot lays it all out in simple fashion. Say Hello JELL-O. And say hello happy. Hand someone a cup of JELL-O gelatin or pudding and they can't help but smile.
The TV campaign, developed by Draft FCB Chicago, will run for 24 weeks and is comprised of three rotating spots. The first, a New York City-focused spot launches May 17 and JELL-O pudding creative will launch in early June. New print will hit stands on May 17 targeting national women's publications (monthlies and weeklies).
Bill Cosby Show: "OBKB"
Bill Cosby will host "OBKB," a web series presented by JELL-O. "OBKB" is the language of the Mush Mouth character from "Fat Albert and the Cosby Kids" and it is his expression for "OK." Anyone who is young at heart will giggle and jiggle like a bowl of JELL-O as "Bill-B Cosby-B" interviews kids between the ages of 6 and 11, mining spontaneous and unexpected comedy from their responses. The show will premiere summer 2010.
"Laughter brings out the child in all of us," said Bill Cosby. "'OBKB' helps to remind us, that even in difficult times, there is always time for a good giggle."
The Hello JELL-O "Give it a Giggle" Tour, which features a mobile recording studio, will be crisscrossing the country this summer in search of the best giggles. Consumers will be auditioning for an opportunity to have their giggle, selected by Mr. Cosby, featured in a national TV spot. To bring on the giggle, consumers will be able to view content from "OBKB." The tour kicks off the first week in June from Los Angeles and makes stops in 22 cities across the country through August. Consumers can also audition online by submitting their giggle at hellojelloaudition.com starting June 2. Public voting this fall will pare down giggles and the winning giggle, chosen by Mr. Cosby, will be included in a national TV spot. For tour details, visit facebook.com/JELL-O.
The new JELL-O Facebook page will engage consumers with a downloadable application, "Happy Appy," that will allow consumers to upload photos of themselves into the new JELL-O "O" logo and share happiness with their friends. In addition, there will be product news, JELL-O recipes and updates about the Hello JELL-O "Give it a Giggle" tour.
Reaching consumers during their everyday activities, the out-of-home campaign will kick-off May 17 and run through June. Hello JELL-O smiley face icons with tongue-in cheek sayings (Joy Vey!, Made you look! Ha! Ha! Meet me at the corner of giggle and snort!), will be stenciled in high-traffic locations, in five markets including New York, Chicago, Atlanta, Washington DC, and Los Angeles.
JELL-O will have in-store displays in select stores, a national FSI dropping in June, and updated packaging featuring the new Hello JELL-O "O" logo.
For more information on Hello JELL-O visit facebook.com/JELL-O.
About Kraft Foods
With annual revenues of approximately $48 billion, Kraft Foods is a global powerhouse in snacks, confectionery and quick meals. The company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.