Clight Internal Campaign

In 2009 Kraft Foods’ Clight (Crystal Light in the USA) consumer insight department suggested that the product should be understood as relief for the guilt that women feel everyday. The company’s marketing team developed a promotional campaign based on this concept and asked for a video to introduce the concept during Kraft Food’s annual convention. The video also featured the promotional mix, which included the launch of a new website and product tasting, distribution of free samples and point of sales advertising.