Philadelphia Cream Cheese: The Art of Managing a Portfolio of Light and Regular Variants - IPA Effectiveness Awards Case Study 1994

Brief Description: The launch of a 'light' version of Philadelphia cream cheese left the 'regular' version suffering. This led to an overhaul of the entire advertising for both. Campaign established the sub-brands as distinct and credible. Evaluation: sales doubled from 1985 to 1993, franchise for the brand widened, fought off own label competition. The advertising turned a tactical launch into a major strategic opportunity, broke new ground in creating a united vehicle for two variants, and 'democratised' the brand to widen the franchise. ;---(TAGS)--- Full Title: Philadelphia : the art of managing a portfolio of 'light' and 'regular' variants ; Number: 1994/303 ; Brand Name: Philadelphia Cream Cheese ; Client: Kraft Jacob Suchard ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Food (Spreads & dips - savoury) ; Agency: J Walter Thompson ; Author: Arthur Bastings ;