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It must be the Philly

Philadelphia cream cheese has long been one of Kraft's most iconic brands. But Philly was seeking a new creative platform for its North American business that could elevate their communications beyond traditional product-focused marketing and engage consumers on a more emotional level.

The result is a bold new tagline—It must be the Philly—that takes a lighthearted approach in demonstrating it’s the only cream cheese that can transform everyday moments into something much better. The platform kicked off with a launch spot titled ‘Budget Meeting’, in which Philly shows that when people get excited about something as dry as a budget meeting, It must be the Philly.