Tag Archives: Kraft


Philadelphia margarine

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 … Continue reading


Philip Morris spin off

Well, for years people have been secretly spreading the word about Marlboro’s supposed “involvement in foods and drinks markets”. Few end consumers knew that the owner, Philip Morris, which had often reaped criticism for promoting its tabacco products, also marketed household favourites as varied as Milka chocolate, Jacobs Krönung coffee and Toblerone in Germany, and Vegemite, Maxwell House and Miller … Continue reading