Red & White Campaign / Campbell Soup Company
Submitted By Juan Carlos Gutierrez Zorrilla Delgado Monroy, etc
TV, Print, Outdoor campaign to promote Campbell's extensive variety of soups.
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.
Campbell Soup Company
Young & Rubicam, NY
Consumer Packaged Goods
Eric Merola Animation