This week’s Adweek had an interesting article about Kraft creating a safe area on CollegeHumor.com, to promote its products to students in a supposedly hip way. Kraft will develop four webisodes of a tongue-in-cheek show called the “Really Frugal Gourmet” touting its products.
What is very interesting is that Kraft went to a site popular with the 18-25 year-old male target they wanted to reach and worked with them to create a safe area. CollegeHumor.com fully lives up to its name and features a considerable amount of raucous content. However, both Kraft and the site worked together so that Kraft could advertise and not raise the ire of family values groups. I should point out that CollegeHumor.com has toned down since Barry Diller bought them and worked to make the site more advertiser-friendly. That begs the question of whether the site will remain attractive to its audience.