A BETTER WAY TO DO “NEW AND IMPROVED”

When Kraft announced plans to remove artificial flavors, preservatives and dyes from its iconic Macaroni & Cheese, fans worried the recipe change would mean a change in taste. So we sold it for three months without saying a word. During that time, people bought more than 50 million boxes of it, and no one noticed a difference in taste. Then we announced that we had successfully pulled off the world’s largest blind taste test. More than a billion earned media impressions were generated, with Stephen Colbert devoting his entire Late Show monologue to the campaign.