Campbell's: Go Soup

Yeah! Soup!

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In what seems to be an attempt by the venerable soup brand to attract more Millennials, Campbell has launched a line of "Go Soups," ready-to-eat meal pouches designed in a way the execs at the company thinks appeals to young people that retail for the astounding price of $2.99. As Bloomberg News reports, the price-point is already a bit off, steep for a generation struggling with un- and under-employment.

But as for the rest of the campaign, Campbell seems to be doing all it could to speak to the 20- and 30-something crowd. There's a new, Pinterest-y/Tumblr-esque website complete with cute little product pictures and GIFs. In case you're in the mood for some really bad jokes (Sample: How do you save money? Make sure it wears a life vest.) They even have a decent smattering of that on the site, under what the brand is calling "bold and unexpected fun."

There's even a Spotify-playlist tie up so you can listen to some tunes while you slurp your "Moroccan Style Chicken with Chickpeas." The brand is also holding events in cities where people can taste-test the new flavors, in a nod to Millennials' supposed obsession with on-the-go food delivery systems.

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About

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Date
Nov 15, 2012
Client:
Campbell's
Category
Latest Creativity News on Ad Age

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