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Kraft Foods, Inc.
3 Lakes Dr.
Northfield, Illinois 60093-2753USATelephone: (847) 646-2000Web site: www.kraftfoods.comIT'S HOW TO UNPLUG CAMPAIGNOVERVIEWThe "It's How to Unplug" advertising campaign, handled by the New York office of Young & Rubicam, encouraged women to pause during busy days and relax with a cup of General Foods International Coffees, made by Kraft Foods, Inc. "Inhale the subtle cinnamon aroma. Sip slowly until you unplug," suggested a magazine advertisement announcing that Cafe Vienna—one of the brand's many varieties—had been reformulated with a richer, creamier taste. Since their launch in the early 1970s, General Foods International Coffees had been marketed with an emphasis on the idea that drinking them was almost like taking a vacation, because they resembled beverages a traveler might enjoy while touring Europe and other faraway places. Although competing lines of flavored coffees continued to multiply while demand for instant coffees in general decreased throughout the 1990s, General Foods International Coffees remained one of the most popular brands in the United States. The "It's How to Unplug" campaign ran in print and broadcast media during 1997 and 1998.HISTORICAL CONTEXTGeneral Foods International Coffees were introduced in 1973 by General Foods Corporation. Founded in 1895 by Charles William (C.W.) Post in Battle Creek, Michigan, the firm was originally called Postum Cereal Company Ltd., but in 1922 its name was changed to General Foods. In 1985 the company was purchased by Philip Morris Companies Inc. Three years later Philip Morris also acquired Kraft, Inc., a major manufacturer of cheese and other food products since 1903. The two firms were soon ...See the full content of this document
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