GOOD OLD CONVERSATIONS CAN DRIVE SALES

When it comes to maintaining its market leadership in the cheese spread category, Mondelez Philippines, the company behind popular cheese spread Cheez Whiz, connects to consumers the old-fashioned way: through conversation.

“It’s all about talking and listening to our consumers. We do interviews, home visits,” said Rachelle Virata, Cheez Whiz brand manager.

It was through such method that Mondelez discovered that Filipinos, particularly, mothers, were looking for a new Cheez Whiz flavor—something easier on the taste buds—which led to the creation of Cheez Whiz Mild, said Virata. The new variant, which is, well, milder, and milkier than the original, was recently launched to members of the media, although the product has been on supermarket shelves since June.

Asked if Cheez Whiz Mild was created as a response to competing products which offer the same “milky” taste, Virata said releasing the new variant was more of the brand’s way of growing the business by gaining more consumers.

“We want everyone to enjoy Cheez Whiz, so for those who want something new, we came out with [Mild]. It has the same nutritional value as the current line—it has calcium, phosphorous and Vitamin A. It’s just really a different flavor offering,” said Virata.

The launch, hosted by actor Dimples Romana, was held at Bonifacio High Street where guests and their children enjoyed activities such as designing their own pillows, creating their own snacks using Cheese Whiz Mild at the “cheese-vention” booth, and jumping around in a gigantic inflatable. Mother and son brand ambassadors Rica Peralejo and Philip Bonifacio also graced the event.

Like Peralejo, many of Cheez Whiz’s consumers today are mothers who grew up with the brand, and are now serving the cheese spread to their own children—and the creation of Cheez Whiz Mild allows these Mondelez consumers to create new snacking memories together, Virata said.

“Mondelez Philippines, the maker of Cheez Whiz Mild, aims to be the best snacking company in the country. To do this, we continue to work in providing consumers with exciting flavors and provide new taste experiences for Filipinos. We are always listening to consumers,” she added.