Philadelphia Cream cheese

Mike Collins

The Philadelphia Cream Cheese business was built on the silver-packaged brick with Philly's hallmark being cheesecakes.
Agency: J Walter ThompsonAuthor: Mike Collins

Philadelphia Cream Cheese

EXECUTIVE SUMMARY

The Philadelphia Cream Cheese business was built on the classic silver-packaged brick, and Philly’s 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 weren’t 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, Philly’s volume was skewed to Brick. But...

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