Subject Index
 

This paper provides an indication of how specific types of analyses based on trend data can help to anticipate and reduce the uncertainty associated with the future. Specifically it describes how thi ...

2001 campaign to revive Philadelphia Cream Cheese (which in earlier campaign had achieved leadership) under attack from competitor Lactantia Cream Cheese. Lactantia matched Philadelphia ad spending, ...

1999 television campaign for Kraft Dinner. Brand, though leader in category, had been losing equity, being increasingly bought on deal to compete with private label. Need to revitalise the brand to st ...

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA. She identifies a number of iss ...

Campaign in 1998-1999 by J Walter Thompson for Dairylea (Kraft). Objective: reposition brand, widen the appeal to older children, without offending mothers. Medium: TV (`Dunking' campaign). After 18 m ...

The Philadelphia Cream Cheese business was built on the silver-packaged brick with Philly's hallmark being cheesecakes. By 1994, Brick was in gentle decline, hence less cheesecakes, while Soft was boo ...

This 1994 paper examines how Dairylea cheese spread maintained its leadership position and increased its sales performance and volume amid increasing competition. Advertising was instrumental to this ...