The Challenge: Shake off the image of Kraft Mac & Cheese being a “kid” food and become the go-to comfort food for all ages. Develop an experience that convinces gamers that the hand-held snack they’re craving can best be satisfied by a Kraft Mac & Cheese “big” cup.
Phase 1
The Brief
Background
Target
Phase 2
The Idea
The Problem
The Solution
Create experiences that encourage gamers to integrate play into all areas of their life - but never on an empty stomach
Phase 3
The Execution
Pleasure Break Lounge
Dunk Tank