I believe everyone likes hitting two birds with one stone, right? Well the below example from Philadelphia cream cheese did this. Or to be precise, it hit 3 birds at once with its move.

Let me breakdown this for you. In the supermarket’s cooler, I noticed the cream cheese market leader brand Philadelphia with a different name printed on the package lid. The lids read different Greek region names and the label also included a QR code pointing to a local recipe (from that specific region) using Philadelphia cream cheese.

A great move for the following reasons:

I. It broke the clutter on the shelf (during the famous moment of the truth), since the different name on the lid catches the attention of the shopper

II. It felt closer to the Greek consumer. Having built the iconic name and font type (thus risking little with regards to brand recognition) it changed the name to give a local twist to the international megabrand

III. It widened the range of the product’s usage by providing a local recipe thus weaving the renown cream cheese brand into the modern Greek culinary culture

A great product and an equally great marketing initiative. Κῦδος Φιλαδέλφεια!