Dr. Huxtable is back. After a 10-year hiatus from the world of gelatin, Bill Cosby returns as a marketing master for Jell-O, a product he first promoted beginning in 1974.
Cosby's signature saccharine humor is just what Jell-O is looking for.
"Our research shows a happiness deficit in the country, with smiles on the decline," Cindy Chen, director of marketing for Jello-O said.
Reports The Huffington Post, Cosby has stated, "You watch TV, all these reality shows and profanity and things like that, we need to show the heart and the laughter that children have." In a slightly different voice, Jell-O reports Cosby as gushing, "Reunited with strawberry, raspberry and blueberry, I am berry, berry, happy to be back working with Jell-O."
The campaign will have an accompanying 22-city tour to find the country's "best giggle," to be featured in a television advertisement. The tour launches in June in Los Angeles; a Houston date has not yet been announced. Cosby last appeared in Houston in March 2009 at Jones Hall.
Jell-O will also be the presenting sponsor of a new weekly Web series called "OBKB" in which Cosby interviews children in the same style as he did in the show, Kids Say the Darndest Things. The first of the 10-minute episodes of "OBKB" will air May 31 on Cosby's Ustream channel.
The pairing is part of the brand's biggest-ever multimillion-dollar marketing effort. Although Kraft Foods, Jell-O's parent company, dominates the gelatin market, the recession has seen consumers transition to store-brand gelatin or crossing off Jell-O from shopping lists altogether. Sales volume fell more than six percent each for Jell-O pudding and gelatin in the 52-week period ending in mid-April.
Sorry, Jelll-O, but you can't teach an old dog new tricks, and the vintage appeal of Bill Cosby isn't necessarily so appealing. It's also possible that consumers no longer find high fructose corn syrup and artificial coloring and flavoring "berry" exciting. So why not go up-market?
We predict that gourmet Jell-O shots are really where the market's headed.