No, Kraft uses a different approach: Through the use of several TV spots (Blind Date, Parents, Book Club) and “video diaries” on the Brand's Facebook page, the product (MilkBite) character—Mel, demonstrates himself in a funny and innovative way by questioning his identity of half milk and half granola. The goal behind this is to create a very different product positioning that will lead consumers to select MilkBites from the various other products in the crowd.
So to answer your earlier question: How to stand out in a crowded market? Kraft uses:
An innovative product (milk+granola)
Plus an innovative marketing campaign (Mel speaks in clever situations)
Plus a big ad budget
What if you don't have an innovative product or a big ad budget? We at FiG believe that big idea doesn't necessarily require a big budget. As long as you understand your target market and have a strategically creative marketing partner (like FiG), you can still create a pre-emptive position to stand out from the competition.
When we worked with Colorado Youth At Risk, they were in need of differentiating themselves from other non-profits who struggle in their recruitment efforts. Our research on their target market led us to identify a unique emotional connection between their mentors and the kids that they help. What makes someone become a mentor is not about themselves, but rather wanting to help those in their community in ways that they could have benefited from in the past. So instead of promoting the non-profit organization as a great way to give back to the community (most non-profit campaigns), we help them leverage this emotional connection with the creation of a new tagline “Be the Help You Once Needed.” Our input allowed Colorado Youth At Risk to differentiate themselves from other non-profits and step up their recruitment efforts.
A unique positioning exists within any product/service category, although it isn't usually discovered very easily. Once discovered and executed correctly, it creates huge competitive advantage for you. If you are looking to meaningfully set yourself apart from the competition, contact FiG, your Denver brand agency, for further insights.