But the promo hit a snag within weeks when Northfield, IL-based Kraft had callers claiming that in the back-of-the-package graphics, the teens appeared to be flashing gang signs. Kraft responded by covering the questionable area with a label applied at its plants by hand. "To avoid confusion, we decided to put a label on the packages we had in our control and we stopped shipping any additional packages that had the photo," says Kraft director of corporate communications Kathy Knuth. She also notes that the original image was supplied by Nickelodeon, and that a new and improved image of the two teens is now being used to produce the cartons. Kraft isn't saying what the incident cost or exactly how many cartons were involved. "Maybe a couple million had a label applied," says Knuth.
Kraft covers up
For its Post Honeycomb cereal, Kraft Foods launched a promotional tie-in last December featuring the teen stars of Nickelodeon's "Kenan and Kel" comedy program.
Mar 31, 1997
Machinery Basics
Annual Outlook Report: Workforce
Hiring remains a major challenge in packaging, with 78% struggling to fill unskilled roles and 84% lacking experienced workers. As automation grows, companies must rethink hiring and training. Download the full report for key insights.
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Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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