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Philadelphia Cream Cheese
EXECUTIVE SUMMARY
A funny free-spirited angel sitting on a cloud had propelled Philadelphia Cream Cheese to a 70% category share in less than six years. In fact she proved to be so persuasive that more than 30 countries adapted the Philly 'Heaven' campaign for themselves.
Then, in July 2000, Parmalat introduced their Cream Cheese. It had the impeccable Lactantia name, and a charming down-home package. They matched Philly ad spending, and their trade support appeared to be substantially higher than ours. Finally, they had a price advantage of about 3-4% a...