Kraft Foods is introducing a new campaign behind its Philadelphia cream cheese, playing up the emotional connections consumers feel with the brand. New ads show the various uses for cream cheese, and use the word "pheeling" (a combination of “Philly” and “feeling”) to describe a happy state of mind. One spot, breaking next Monday, reinforces this theme by showing a boy spreading cream cheese on a bagel for his mother, a husband and wife indulging in an evening snack of strawberries and cream cheese, and a girl helping her grandmother prepare dessert for the family. In each instance, the people smile and laugh together because of moments created by Philadelphia cream cheese.
Tag: emotional connection
Prilosec OTC has been an official sponsor of everything from Nascar to the Bunco parlor game and represented by the likes of quarterback Brett Favre in NFL promotions. But its latest idea, fueled to this point entirely by digital marketing, is far more ambitious: to be the "Official Sponsor of Everything" and represented by hundreds of ordinary consumers. The idea, simply put, centers around micro-sponsorships of the Procter & Gamble brand's consumers and their passions -– be they sheltering stray pets, entering motorcycle races or sending care packages to soldiers. The hope, at least initially, is to strike around 1,000 deals of around $1,000 each.