Kraft Philly – Cooking Up a Little Taste of Heaven
|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...