The Challenge: Maintain awareness of the classic canned soup that consumers have grown up with. Also, reposition the product as the foundation of a sophisticated meal.
Target: Adults aged 25 - 50 who grew up eating the soup as a meal. As they age, these brand loyals now have families and thus feel guilty if they serve them soup from a can, and they are in the mindset that they must cook more sophisticated meals.
Solution: To remind brand loyal adults that Campbell’s Condensed Soup should always be on hand as a comfort food, focusing on the classic flavors, or to use in a more complex dish, experimenting with new or updated flavors.
