Challenge The Philly "Heaven" campaign was developed by JWT in Canada over 11 years ago and has since been picked up in 35 other countries. In a category where the product itself could almost be considered a commodity, the "Heaven" campaign provides a terrific example of how a great idea, well executed, can build brand equity and drive volume. In Canada, the "Heaven" idea has driven Philadelphia Cream Cheese to a 70 share of market, defeated strong competitive threats and helped to launch numerous new products and line extensions. The biggest challenge has been keeping the idea fresh so that it can continue to drive volume and share gains for base Philly. We have managed to do that despite little product news, limited ad spending and premium pricing. Our latest "Heaven" spot continues our tradition of delivering ads to Kraft that score extremely well on LINK - Kraft s method for quantitatively pre-testing work. We expect that this spot will also perform strongly in-market. Another important point to note is that we manage to produce our Philly spots very cost effectively. Although we use different talent for English and French and strive to maintain high production values, we are able to deliver :30 s and :15 s for both markets for less than $160K. See the ad
Enterprise Advertising, Inc. is Toronto-based company (Ontario, Canada) with a phone number 4169671444. Our data show that the company is located at the address: 160 Bloor Street. The company has a web site: www.enterprisecs.com.
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