2. WHEN IT ALL BEGAN
• 1903 KRAFT STARTS THEIR BUSINESS, MAINLY SELLING CHEESE AND THEN AQUIRES MORE AND MORE
BRANDS OVER THE YEARS.
• NOW THE NEW THING INSTEAD OF THE GENERIC KRAFT MAC AND CHEESE, IS THE ZESTY GUY SELLING
THEIR BRAND OF ITALIAN DRESSING.
• THE ZESTY GUY IS FEATURED IN ABOUT 4 TV ADS…AS OF RIGHT NOW, WITH EACH HAVING ALMOST 1
MILLION VIEWS OR MORE. SO THEIR PRODUCT IS GETTING SOLD ALTHOUGH VERY OFFENSIVE. WHO
WOULD WANT TO BUY SALAD DRESSING FROM A BASICALLY NAKED MAN…YUCK.
3. WHO’S TARGETED
• OF COURSE HERE WOMEN ARE THE AUDIENCE OF INTEREST, AFTER ALL WE LIKE TO EAT HEALTHY RIGHT?
• MOST WOMEN TEND NOT TO EAT AS HEALTHY AS THESE COMMERICIALS PERCEIVE US TO.
• MOST WOMEN ALREADY HAVE A BAD IMAGE IN THEIR MINDS OF HOW THEY LOOK, AND ADS LIKE THIS ONE
FEED TO THE FIRE.
• ALL ADS ON TV EITHER TARGET WOMEN INTO A CERTAIN BODY TYPE, OR TO EAT REALLY HEALTHY TO GET
THE MAN OF THEIR DREAMS.
4. OPINIONS
• TERI HADLEY POSTED: "REALLY KRAFT?! OK, THE GUY IS HOT, AND THEY'VE BEEN USING WOMEN IN THIS
TYPE OF ADVERTISING FOR YEARS, STILL DOESN'T MAKE IT MORAL.“
• TRACY LAING WROTE: "I LOVE STRONG PERSONALITIES AND FLAVORS BUT I WANT TO BUY SALAD
DRESSING... NOT SEX APPEAL."
5. STATS
• KRAFT LAST YEAR BROUGHT IN A COMBINED REVENUE, BETWEEN ALL OF THEIR BRANDS, A WOPPING 48
MILLION DOLLARS.
• WITH THE ZESTY GUY RAKING IN A GOOD CHUNK OF THAT, NEEDLESS TO SAY THESE ADS AREN’T GOING
ANYWHERE AND MORE LIKE THESE ARE SOON TO COME.
