The short story

Kraft is known as the creator of powerhouse brands and products that define new categories, and the company’s success is due in no small part to their being on the leading edge of getting at consumer insights. So what happens when Web 2.0 changes the dynamic between consumer and brand? Time to do things differently. Particularly with a promising product concept that they suspected had blockbuster potential but a very short competitive go-to-market window and an emotionally charged food category – Kraft was considering building a weight loss/management product line based on the South Beach Diet. So Kraft took the plunge and tapped Communispace to build an online consumer community to co-create a line of 48 South Beach Diet branded products that became a $100 million success story in its first six months.