The 10 heated shelters, primarily in downtown Chicago locations like Michigan Avenue and State Street, will have posters that read: “Cold, provided by winter. Warmth, provided by Stove Top.” The posters will also appear on 40 other bus shelters that will not have heated roofs. Kraft is arranging for the company that builds and maintains the bus shelters, JCDecaux North America, to heat them, trying to bring to life the warm feeling that consumers get when they eat stuffing, according to Kraft. Such “experiential marketing” is intended to entice consumers to experience products or brands tangibly rather than bombard them with pitches.
Agency: DraftFCB New York, USA.