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Red & White Campaign / Campbell Soup Company

Submitted By Juan Carlos Gutierrez Zorrilla Delgado Monroy, etc

Description

TV, Print, Outdoor campaign to promote Campbell's extensive variety of soups.

Objective

Campbell's Soup found itself loosing it's iconic positioning in pop culture due to challenges by new and better for you soups (organics) while It's consumer base (Grandparents) was literally dying out. Our assignment was to help future proof this brand. During our qualitative research, we discovered the insight that most people believed the brand had at most 15 flavors, when the reality was five times that much. So, we proceeded by targeting a much younger demo, and re-introduced the brand by talking about its extensive variety of SKUs while entertaining.

Client

Campbell Soup Company

Agency

Young & Rubicam, NY

Media

Print

Market

Consumer Packaged Goods

Credits

Creative Director

James Caporimo
Bob Potesky

Writer

Jared Elliott

Director

Eric Merola

Production Company

Eric Merola Animation

Views

67

 

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