Hey MySpace and Facebook friends, want to thank you all for your support over the last couple months.
It's safe to say we learned a ton from this experience and intend to continue the conversation at LoveMyPhilly, our sister blog, so please check us out.
You can also hit us up at the LoveMyPhilly Myspace page. We appreciate your friendship and will miss you all. Talk later.
A number of people have asked whether building a site like this is going to effectively reach our target market. The answer is - who knows? That's the beauty of trying new things. This is only one of many elements in our marketing plan, so there shouldn't be any worry that we've ignored tried and true tactics (or simply gone crazy). If the Adam and Tyler efforts reach our target market, great, but the main idea was to help support our JetBlue program with a team that was truly excited and enthusiastic about the idea.
Truthfully, with a brand like PHILLY, we have mass market appeal, which is wonderful, but also sometimes makes it more difficult to convince the powers that be to try something a bit more niche. That’s why, in addition to AdamandTyler.com we're doing TV, on-line, broadband, and a sweepstakes, which are all intended to get the message out about 1/3 Less Fat PHILLY in more broad, traditionally accepted tactics. Developing another way to spread the word, just seemed like a good, common sense approach to the launch.
The point is, we have a great product in 1/3 Less Fat PHILLY and we're really excited about getting it "into as many mouths as possible." We're that convinced people will love it, regardless of whether they're watching calories or not. Finding people outside our traditional target market to try the product could never be considered a bad thing, and AdamandTyler.com is one way to help us do just that… or at least that was our hope!
Ericka, Adam, and Tyler
OK, so we've been getting quite a few questions on whether
the product we have so passionately been talking about is actually new.
The simple answer is - YES! There seems to be confusion on two
#1) PHILLY already has a 1/3 Less Fat product
#2) Light is the same as 1/3 Less Fat
Let's tackle #1 first. Here's the scoop - PHILLY has a brick (rectangle carton) Neufchatel cheese, which is also called 1/3 Less Fat. We've been making it for years. It's super good. Lots of people think it has all the taste of Original PHILLY. We wanted our soft lower fat product to be just as good. Which, brings me to #2…
We did have a PHILLY Light soft cream
cheese (in a tub). It fit the bill, but we wanted something better.
We wanted something that delivered a 'wow.' So, we went back to the
basics and started with the exact same ingredients we use for our Regular
PHILLY cream cheese in a tub. Thanks to the hard work of our R&D
folks, they found the perfect combination of milk and cream that delivered a
lower fat product, but still tastes good. Actually, it tastes great.
That's why we're here, because we found something we hope will rock the
cream cheese world. Similar to what Dreyer's/Edy's Slow Churned did for ice
cream lovers across the country by giving them a low fat option without
sacrificing on taste, we want people to say “bring on the 1/3 Less Fat PHILLY,
because I’m tired of having to compromise on taste!” Or something along those lines.
That's it in the proverbial nutshell. We're not pulling the wool over anybody's eyes. We haven't added anything 'icky' to get to great taste. We aren't repackaging our Light product. This is new. And it is rock solid good!
Hello there friends, there have been some interesting comments about Tyler and I being actors, putting too much effort into this and trying too hard to be slick, reading from a script, etc. I'll respond from one of my favorite lines in movie history..."Well allow me to retort" (Pulp Fiction)
1) Adam and Tyler are actors - I'm not sure how to take this as anything but a compliment. I'm sure both of us would like to believe that we're the next Harrison Ford, but I can assure you that neither Tyler nor I are actors. In an attempt at full disclosure, I did take an acting class when I was an undergrad at the University of Wisconsin, but mainly focused on my "dramatical work"...(I know, dramatical isn't a word). I can't speak for Tyler and his acting experience, but I'm pretty sure he's clean too.
2) Trying to be too slick - Totally appreciate the feedback on this one, because one never knows how one's humor will be received by the masses. I guess we wanted to do something fresh, but still wanted the site and the quality of what we were doing to be high quality. To put it into perspective, we spent less than a week going through the site design, planning the trip, and the really high level idea of what we were going to do. Seriously. Obviously a lot of the "scenes" are full of tongue in cheek, sarcastic, and irreverent humor, but either fortunately or unfortunately that's pretty much how Tyler and I are. Obviously things have a comedic bent to them, but that's the type of sense of humor that comes naturally to Tyler and I, and that we throw around everyday, for better or worse.
3) Reading from a script - Again, I guess I'll take this as a compliment. This one actually has kind of a funny story to it. During the brainstorming session, we did actually have some stories and scenarios that we received from a couple of places that had all these crazy storylines, sub plots, etc. Although creative, we both thought that all of that stuff was too premeditated, and we'd be much better off just taking people along with us as we tried to launch the product. We laid out a phrase for each day for a couple weeks that would give a general direction, but other than that everything was developed "on location." In fact, we didn't even discuss what we were going to film until about 3 minutes before we shot it.
The bios are obviously an attempt to be humorous, but the info there is true. Believe it or not, Tyler and I are just a couple of guys who work in Brand Management at Kraft, who wanted to build some awareness about a new product. Honest.
As a thank you to all of the Philly fans out there, we are having a contest where you can win a FREE PHILLY BREAKFAST for your entire office or friends; complete with bagels and The New 1/3 less Fat Philly! Be one of 6,000 winners to also receive stainless steel commuter mugs, spreaders, and a beautifully lined basket to present your winning breakfast from PHILLY. 100 instant winners are picked everyday! Try your luck!
We're back, and although tiring, the trip was a smashing success. We had our debut on national television, interviews on multiple national radio shows, attempted surfing in our tuxedos, "re-enacted" the Paul Revere jaunt, and spoke with a ton of fantastic people that are really passionate about PHILADELPHIA Cream Cheese. People continue to visit the site and email us, and we've been able to get the message out about 1/3 Less Fat. People at Kraft have been really supportive of the whole adventure, and we were even featured in an article on the internal Kraft homepage exposed to every Kraft employee.
For you numbers people, we're also starting to see some really positive things...about 40,000 people have visited adamandtyler.com, and almost 44 MILLION people have been exposed to the 1/3 Less Fat message due to the various PR we've received from Breakfast From Heaven! Seriously, a huge thank you thus far for all of your support.
The trip is done, but we'll be here for another week, and each day we're going to post additional articles in an attempt to answer some of the main questions that people have posed. We apologize for not being able to be that responsive over the past couple weeks, but we were pretty strapped for time on our adventure. This week we’re going to respond to many of the issues that we’ve heard come up over the last few weeks. Particularly we’ll talk about the “real Adam and Tyler” - we’re not actors..., we’ll explain what’s new about the 1/3 less fat that we’ve been promoted – we promise, it’s really new, we’ll talk about what a blog has to do with selling Cream Cheese, and finally we’ll let you know what’s on the agenda next – and we’ll address the question of whether Blogging is in Kraft’s future. We hope you’ll stick around for a while – we look forward to talking more.
Adam & Tyler:
Adam & Tyler: