Choccy philly? Don’t be silly
Posted by Rebecca Cook on March 22, 2012
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I am really excited to see the launch of a new Cadbury variant of Philadelphia; described as “a blend of cool, creamy, Light Philadelphia with delicious Cadbury milk chocolate”. Kraft have been generating a lot of buzz on Facebook asking consumers to ‘Tell us what you think’ and share what they’ve been spreading it on. As well as this, the interactive recipe tool on the Philadelphia website now includes the Cadbury variety, giving consumers plenty of ideas on how to get started trying the chocolate version. Building on the versatility message for Philadelphia, it encourages consumers to “Spread it; dip it; cook with it”.
Previous product launches by Kraft, utilising brands within their portfolio include Philadelphia and Ritz snackpots and Milka Philadelphia which has been available across Europe for some time. However, this is an example of Kraft taking the opportunity to leverage two of their strongest brands, since acquiring Cadbury two years ago. I predict this could be a real success due to the iconic status of both the brands.
Reading through the comments on Facebook it appears some consumers have approached the chocolate blend with some trepidation. However, Kraft have played up to this perfectly with a great TV campaign featuring Jennifer Saunders who appears to be outraged at this chocolate and cheese “monstrosity” before discovering it to be rather yummy. I love the tone of voice of this ad; which reminds me of the frivolity and irreverent humour of the old Philadelphia Angels commercials.
I’m certainly intrigued and will be definitely be indulging my sweet tooth!