On the latest marketing course we finally had students again who were keen to compete. They took on the task of designing a competitor for Unilever margarine brand Lätta.

The winners came up with a brand extension for Philadelphia, also a major international brand but not yet known in Germany as this format of spread.

There was some confusion for me about the name, as the mocked up packs (see screenshot) didn’t quite tally with the name the group used in the presentation – Philly Fit – but the overall marketing mix was enough to shove the other three ideas into joint second. A neat trick with the design was the way the FITNESS wording exactly copied the colours of Lätta. Subliminal perhaps, but enough to signal dieting to those “in the know”.

I wonder what Kraft’s Philadelphia team think of the idea – if they haven’t already researched it themselves.