Kraft Philly – Cooking Up a Little Taste of Heaven
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | January 2008 – December 2008 |
Start of Advertising/Communication Effort: | January 7, 2008 |
Base Period for Comparison: | January 2007 – December 2007 |
a) Synopsis of the Case:
By end of 2007, Philadelphia Cream Cheese had grown to become the leader in the cream cheese category. After creating the widely-loved and successful “Little Taste of Heaven” campaign, we spent 15 years convincing consumers to spread their Philly on a bagel in the morning. With 89% of Phillyusage coming from...