Philadelphia Creates Lactose Free Version After Facebook Request In Italy

Launch Commercial Features Women Who Requested Product Via Social Media

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In Italy, Philadelphia Cream Cheese proved that it really does listen to, and communicate with, its fans on Facebook by creating a brand new lactose-free variant. The brand was responding to four lactose-intolerant customers who happened to post on the brand's Facebook page about the lack of a lactose-free version of the cream cheese snack. The posts were in September last year; by this November, the brand had created the new product and it's now available throughout Italy. Agency Proximity BBDO and client Mondelez claim it's the first time a new food product has been created due to a Facebook request.

The product's launch commercial, seen here, shows the four original women being invited to Milan to sample the new product.

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Dec 05, 2013
Proximity BBDO - Italy
Executive Creative Director:
Stefania Siani
Executive Creative Director:
Federico Pepe
Digital Creative Director:
Emanuele Vioria
Digital Creative Director:
Andrea Jaccarino
Alessandro Lapetina
Art Director:
Davide Di Gennaro
Head of Social Media:
Nicola Guarino
Agency Producer:
Tomasso Fajdiga
Agency Producer:
Alice Vianello
Production Company:
The Family
Edoardo Lugari
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