Creativity

Philadelphia Creates Lactose Free Version After Facebook Request In Italy

Launch Commercial Features Women Who Requested Product Via Social Media

Published on Dec 05, 2013

Editor's Pick

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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About

Credits

Date
Dec 05, 2013
Agency:
Proximity BBDO - Italy
Client:
Philadelphia
Executive Creative Director:
Stefania Siani
Executive Creative Director:
Federico Pepe
Digital Creative Director:
Emanuele Vioria
Digital Creative Director:
Andrea Jaccarino
Copywriter:
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
Director:
Edoardo Lugari

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