• Brandweek, Friday, September 4, 2009 10:32 AM

New ads for Kraft's Philadelphia cream cheese use the word "pheeling" -- a combination of "Philly" and "feeling" -- to describe the happy state of mind consumers attain when using the brand. One spot shows a boy spreading cream cheese on a bagel for his mother; another depicts a couple indulging in an evening snack of strawberries and cream cheese, Elaine Wong reports.

Chitra Ebenezer, marketing director for the brand, says the goal of the campaign is to get consumers thinking about the product more often. It includes an original jingle, "Something to Remember" by the band Life-Sized Human, that is available for 20,000 free downloads on Spreadphilly.com.

Allan Meyerson, executive creative director at strategic marketing communications firm Group360, says the use of "pheeling" is a "subtle" way to get consumers snacking. The phrase, "I feel like something" [is] something you say to yourself when you're [about to have] a snack," Meyerson reasons.

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