"Funs Things Up" with JELL-O's Apocalyptic Campaign

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Though the "end of the world" looms, none of us will know whether the Mayan predictions hold true until Friday. But, even if Saturday comes and life continues as usual, there's no reason we shouldn't have a little fun as we fight our potential fate. For JELL-O, this means appeasing the Mayan gods with the "funnest" sacrifice--JELL-O Pudding.

Though the "end of the world" looms, none of us will know whether the Mayan predictions hold true until Friday. But, even if Saturday comes and life continues as usual, there's no reason we shouldn't have a little fun as we fight our potential fate. For JELL-O, this means appeasing the Mayan gods with the "funnest" sacrifice--JELL-O Pudding.This week, the Kraft Foods Group division announced their "funpocalypse" campaign, which aims to liven up the threat of impending doom and the food industry in general. "Food has been over-intellectualized in the world with 24-hour cooking channels and molecular gastronomy," says Greg Gallagher, senior brand manager, JELL-O, Kraft Foods Group, Inc. "Fun is in the DNA of JELL-O and by inserting ourselves in the cultural conversation of the Mayan apocalypse, we will remind people to have some fun with their food."

Through their partnership with Someecards, JELL-O blends TV, Facebook, and Twitter to engage consumers by asking them to share the one thing they'd like to do before the world ends (if the rumors hold true, that is). Followers must simply tweet the one thing they want to cross off their bucket list using the #funpocalypse hashtag in order to be entered into JELL-O's sweepstakes. Each day, 12 participants are randomly selected to win $100 that they can then use toward accomplishing their goal.

Even though JELL-O and 96 percent of Americans (see infographic below) agree that the world won't end, this campaign encourages people to look past the negatives and see only the positives the future may bring. And, with many people brainstorming New Year's resolutions, many are reevaluating their bucket list as we speak. Why not use this silly snack to sweeten this ridiculous (though mildly gloomy) subject?

Besides, if pudding alone doesn't work, perhaps Bill Cosby might be able to convince the Mayan gods otherwise. Either way, eat up. You only live once.

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EXPERT OPINION