Kraft, Ogilvy pact for webisodes

February 20, 2008 The online series is a result of a marketing innovation fund that Kraft instituted to experiment with different forms of marketing. "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. To market the series, Tassimo and Ogilvy created a 30-second trailer and bought media on Google's AdSense network.

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