Office Humor Eventually Leads To Hot Beverage Consumption

According to Adweek, Ogilvy & Mather’s branded entertainment group is supporting Kraft’s Tassimo hot beverage system with…wait for it…webisodes and a consumer-generated contest.

“Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group. “Purely interruptive marketing simply cannot accomplish that.”
He said each episode has a “Tassimo moment,” a sort of wink to the camera acknowledging to the audience that the Webisodes are a marketing tool. “We’re not going to pretend this isn’t marketing, but we’re going to have some fun with it along the way, and that’s really the spirit of how we handled the integration.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.