Kraft Peanut Butter sticks with connectivity

A new campaign uses techy teddy bears to bridge “emotional distance” between loved ones.

The bears are back in Kraft Peanut Butter’s latest “Stick Together” campaign, signaling the evolution of the brand’s use of technology in its marketing strategy.

Developed by agency Rethink, the campaign shows a father sending his son away to summer camp. Despite their distance, they manage to maintain a connection through their matching, wirelessly connected Kraft teddy bears, which light up when the other being hugged.

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