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Kraft Latest Marketer to Cheer Up Its Logo

Food Giant Unveils New Look for Corporate Communications, Website

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BOCA RATON, Fla. (AdAge.com) -- Kraft Foods became the latest in a string of marketers to unveil a smiley-face corporate logo, at the Consumer Analysts Group of New York this morning.

Kraft Chairman-CEO Irene Rosenfeld (in blue) unveils the new logo internally at the company's Northfield, Ill., headquarters last week.
Kraft Chairman-CEO Irene Rosenfeld (in blue) unveils the new logo internally at the company's Northfield, Ill., headquarters last week.
The logo is a result of what the company calls a "co-creation process" with consumers, employees, ad agency Nitro, London and another shop, Promise, whose location couldn't immediately be identified. The accompanying tagline on the logo will be "Make today delicious." It will appear only in corporate communications and on the company's website and will not grace the packages of the company's products, such as Jell-O or Kraft mayonnaise; they will maintain the familiar red, white and blue logo.

No marketing for new look
No marketing program is planned around the new corporate look, which Kraft CEO Irene Rosenfeld said captures the "essence of Kraft Foods."

"During the past two years, we've built a solid foundation by reinvesting in our brands, putting a new organization in place and improving our cost structure," she said. "As the next step in our turnaround, we're adding three new ingredients to our recipe for success: a higher purpose that acts as a common call to action, values in action that guide our behavior, and a new look and feel to visually depict our renewed energy."

The company declined to provide the cost of developing the new logo. The design, a red smile at the end of the Kraft Foods name, has a "colorful flavor burst" at the end that resembles a flower.

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