Philadelphia Cream Cheese: The Art of Managing a Portfolio of Light and Regular Variants
The launch of a 'light' version of Philadelphia cream cheese left the 'regular' version suffering. This led to an overhaul of the entire advertising for both. Campaign established the sub-brands as distinct and credible. Evaluation: sales doubled from 1985 to 1993, franchise for the brand widened, fought off own label competition. The advertising turned a tactical launch into a major strategic opportunity, broke new ground in creating a united vehicle for two variants, and 'democratised' the brand to widen the franchise.