Agency: Saatchi & Saatchi | Author: Nicky Buss |
Campbells Soup: A Recipe for Success
SUMMARY
Advertising has reversed a 20-year sales decline for Campbell's Condensed soup, driving a volume of 49% in two years, from a 6% share to a 9% share, despite aggressive competitive response.
To non-users, the condensed product format was an insurmountable barrier to use - not only did it look unattractive ('gloopy' and 'yukky'), but it needs the extra hassle of adding water, unlike any other canned soup brand. After many years of trying unsuccessfully to overcome this, trying to persuade people that the...