Mired in a series of poor business decisions and embarrassing corporate fiascoes, Kraft stood as a company on the verge of bankruptcy. Once trumpeted as the last great American bastion against an increasingly popular trend of eating right and staying healthy, Kraft held staunch in their belief that a large contingent of the population still yearned for artificially flavored, chemically treated, imitation food-like product. They just needed to be reached. Unfortunately, Kraft's image had fallen out of date. Their products were viewed as archaic; relics of an era long since passed. America no longer had any interest in loading the family into the Studebaker, taking a Sunday's drive down to Harper's Ferry and enjoying a picnic spread on the church lawn while the band played a stirring rendition of F. Scott Fitzgerald's ragtime classic "Wade in the Water." Public attention had instead shifted toward gaudy logos featuring various DayGlo trapezoids. David had turned his back on Goliath.