Philadelphia: The Art of Managing a Portfolio of 'Light' and 'Regular' Variants

Arthur Bastings

Describes the 1987-93 campaign for Philadelphia (see also paper: Kraft Philadelphia - The Philadelphia story).
Agency: J Walter ThompsonAuthor: Arthur Bastings

Philadelphia: The Art of Managing a Portfolio of Light and Regular Variants

SUMMARY

Until the 1980s Philadelphia had been the dominant cream cheese brand. A 'Light' variant was originally launched in 1985 as a response to consumer calorie concerns but with attendant dangers for the main brand. 'Light' could expand the brand meaning, the new variant stealing volume from the original and, longer-term, decline in total brand sales.

One advertising campaign was created to cover both 'Regular' and 'Light' variants. By re-focusing on the core property of creamy indulgence...

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