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Borden, second in the sliced cheese category
behind Kraft, was looking to increase market share by introducing
a new larger slice product. Unlike any other product on the
market, this product would fit over the whole slice of bread.
They needed a name, an identifiable character, and an advertising
campaign that grabbed attention, informed and created demand
for a previously unheard of product.
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• A character was developed
that worked well in both television and print.
• We imbued
this character
with a look and funky attitude
that appealed to kids and named the product "Big Cheese."
• We introduced
the product via a two spot television campaign supported with
print ads in leading national magazines.
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More than 90% penetration in stores that lead their market.
• First year
sales topped 35-40 million.
• No cannibalization
of existing SKUs, creating demand for an entirely new product.
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