Behind Kraft Singles' rap battle marketing and other pop culture plays; Brand manager Kelsey Rice discusses finding a 'brazen' voice

All of the combatants get in some hard shots-"You're lunch box food to me /Only bought if you shop frugally," Gouda slurs; Cheddar calls Singles "the hot dog of cheeses"-with each diss drawing gasps from other denizens of the fridge, before things come to a messy conclusion. Kelsey Rice, senior brand manager for Kraft Singles at Kraft Heinz, discusses why "Square It" touts the cheese for its versatility-and is aimed at active millennials, not lunchbox-packing moms. Do you see benefits from this movement that you can quantify?