Just Say When
Philadelphia Cream Cheese
A shmearer language and device to ensure people can always get their perfect shmear.
The Idea
Role: Art Director, Photographer, Designer, Editor
Credits: Sami Frankel (Copywriter)
People feel some sort of passion for what the right amount of cream cheese on a bagel is. With no consistent way of measuring it, everyone is left debating what a shmear is.
Philadelphia narrowed down the millions of ways to shmear cream cheese on a bagel to the most popular six, erasing the only barrier to consistent cream cheese perfection.
With the development of the Perfect Shmearer™, anyone can become a professional shmearer from the comfort of their own kitchen.