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Summary Philadelphia Milka cream cheese failed to gain traction in Italy, despite success in other European markets, leading to withdrawal of the product from the country three years after the launch. This case study examines the reasons for the brand's failure and examines how other products could fare better in the Italian food market.Key Findings• Philadelphia Milka, a chocolate flavored spreadable cheese, was rolled out in Italy in April 2011 by Mondelēz International, Inc. adopting a co-branding strategy pairing popular brands in its portfolio.• The co-branded marketing strategy between Mondelēz’s Philadelphia and Milka brands failed to establish a clear product and positioning among the Italian audience along an underestimation of the importance of European consumer’s differing preferences and diversity of habit Synopsis • Failure Case Study: Philadelphia Milka Chocolate is part of Canadean’s Successes and Failures research and explores the reasons behind Philadelphia Milka’s failure in the Italian market.• It delivers the critical “what?”, “why?” and “so what?” analysis to teach you crucial lessons that increase your chances of launching successful products.Reasons To Buy• Use Canadean’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.• Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.• Gain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.Access valuable strategic take-outs to help direct future decision-making and inform new product development.