Agency: J Walter Thompson | Author: Mike Collins |
Philadelphia Cream Cheese
EXECUTIVE SUMMARY
The Philadelphia Cream Cheese business was built on the classic silver-packaged brick, and Phillys hallmark was cheesecakes. But by 1994, consumers were aware of healthy eating, more concerned about fat in their diets, and more pressed for time. This meant fewer cheesecakes. But they werent moving away from cream cheese. In fact, they were buying the soft, spreadable form more than ever.
Philly was market leader in the Brick and Soft segments and like the market, Phillys volume was skewed to Brick. But...