Kraft Canada conducts print campaign for Tassimo
By Adnews Staff
Kraft Canada is conducting a print campaign promoting its Tassimo Hot Beverage System products. The campaign is running in Style at Home, Canadian Living, Canadian House and Home, Toronto Life, Coup de Pouce and Chez Soi. Each ad includes a transparent plastic sheet bearing the image of a Tassimo coffee maker. The sheet can be laid over a picture of a kitchen on the opposite page, creating the impression that the machine is sitting on the kitchen counter. The kitchen photos are part of articles in the magazines. The creative was developed by Ogilvy and Mather. The media integration was negotiated by MediaVest. According to the agency, this is the first time this form of advertising has been used in Canada.
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