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Kraft Macaroni and Cheese Launches Unified Packaging Design

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Kraft Macaroni and Cheese Launches Unified Packaging Design

In an effort to unify its branding and refresh its image, Kraft Macaroni and Cheese has redesigned its package and will launch its new look in early 2011.

The new packaging unites its sub-brands Macaroni and Cheese Dinner, Deluxe, Homestyle and Easy Mac - which will be renamed Dinner Cups under the relaunch. All will feature a noodle "smile" across the label.

"Research showed that consumers identify happiness, smiles and joy with the Kraft Mac & Cheese brand," wrote Lisa McTigue Pierce in Packaging Digest.

"And, according to [brand design firm] Landor, the research proved that tightly linking 'Macaroni & Cheese' with 'Kraft' conjured up positive emotions about the iconic brand and its unique taste experience. So the new identity locks these words together on every package and seals it with a large cheesy noodle smile," she added.

With the new packaging comes Kraft's "You know you love it" marketing campaign, featuring the noodle smiles. Included in the campaign are interactive online ads and giant smile sculptures in locations such as San Francisco's Fisherman's Wharf and Boston's Faneuil Hall, according to Media Post.