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A subtle change in the tagline and creative strategy in Dairy Management’s cheese advertising is an effort to make sampling cheddar more inclusive, said executives at the company and its new agency, DDB.
“Ahh, the power of cheese,” is the tagline that DDB Chicago created to replace Leo Burnett’s “Behold, the power of cheese.”
” ‘Behold,’ is a little standoffish,” said Bob Klein, a svp at Burnett. ” ‘Ahh’ is inclusive.” Added Dick Cooper, vp of cheese marketing at Rosement, Ill.-based