PHILADELPHIA
A Little Taste Of Hell

IDEA:
Philadelphia Cream Cheese is a Canadian icon, known by its long-running tagline, “A Little Taste of Heaven”. But it was failing to resonate with Gen Z and faced a 7.2% decline in sales. To get the next generation craving a A Little Taste of Heaven, we abandoned our heavenly past and introduced A Little Taste of Hell, a spicy cream cheese as hot as hell itself. Social media couldn’t wait to try it, and as they did, we created the content people love to watch most – people suffering. The outcome? We got Gen Z craving A Little Taste of Heaven.