Kraft plots next candy: Gal 'toids

Pollack, Judann
June 1999
Advertising Age;6/21/1999, Vol. 70 Issue 26, preceding p1
Trade Publication
This article reports that Kraft's Callard & Bowser-Suchard unit is working to reposition a gourmet hard candy called La Vosgienne into a female Altoids. The company would not divulge marketing plans for La Vosgienne, which was named after a forest and was packaged in tins before the containers became trendy. But Kraft admitted it is giving the brand a new moniker to shorten. It also has put its Altoids team at Leo Burnett USA, which created the campaign for the intense mint, to work on a La Vosgienne campaign. The agency declined comment, referring calls to Kraft.


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