Kraft Preys on Office Angst to Promote TASSIMO Hot Beverage System

Steve Hall

Feb. 21, 2008
1 min read

Say hello to Who Hired Bob, a go-to hub for contrived office-centric web drama, created by Ogilvy Entertainment for Kraft’s TASSIMO.

It’s not funny. But Who Hired Bob does two interesting things:

1) It offers a $20 rebate on a TASSIMO hot beverage machine in exchange for your email address, and
2) It does that “choose your own adventure” thing at the end of each webisode, which we’ve already professed to like a lot.

One point of demarcation: the TASSIMO isn’t intended for offices; it’s an at-home renaissance drink machine. We get the whole Bob scenario, but why blow your campaign wad positioning a product where it doesn’t belong?

Actually, scratch that. Bob never succeeds in getting people to let him use the TASSIMO at work, so there is no actual product positioning. Ever. (So far, anyway.)

Steve Hall

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Kraft Preys on Office Angst to Promote TASSIMO Hot Beverage System

Steve Hall

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