Will correcting a misconception sell more cream cheese?

Philadelphia Cream Cheese just launched a new campaign focusing on its fresh ingredients.  The ads will highlight several key brand features – all fresh ingredients including local milk and real cream, minimal preservatives, and six days from farm to market.  (Lukovitz, 2013)

The approach is based on research which indicated that people think cream cheese is a highly processed food.  It replaces a campaign that employed an emotional approach and featured multiple generations cooking with and enjoying the brand, so it’s a big departure.

Here’s the ad:

http://www.youtube.com/watch?v=w4OCAhUqhxc

What do you think?  Is it a smart move?  Will it work?

Lukovitz, K. (2013, January 31)  Philly Cream Cheese Campaign: We Set the Standard.  mediapost.com.  Retrieved February 6, 2013, from http://www.mediapost.com/publications/article/192355/philly-cream-cheese-campaign-we-set-the-standard.html?edition=56075#axzz2KAEJp1S6

Do you get emotional about cream cheese?

9/10/09

Here comes more evidence that advertisers are taking the research about the role that emotions play in decision-making seriously. (Shiv & Fedorikhin, 1999)

Philadelphia cream cheese, the category leader, has announced that their new television campaign will focus on the “moments created by Philadelphia cream cheese”. The stated goal is to get consumers thinking about the product more often by showing bonding moments between loved ones such as a boy spreading cream cheese on a bagel for his mom. (Wong, 2009)

What do you think? Will watching a girl making dessert with her grandmother persuade you to indulge in this high fat treat more often?

Shiv, B.& Fedorikhin, A. (1999, December). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 278-292

Wong, E. (2009, September 3). Why Kraft is ‘Pheeling’ Good About Cream Cheese. brandweek.com. Retrived September 9, 12009, from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i295a6fb278def938bbfa673a860a0f72