WINNER: PACHAGED GOODS FOOD CERTIFICATE OF EXCELLENCE
Campbell's Soup
Executive Summary
How do you fight inertia? Campbell's Soup was becoming inert in consumers' minds, and in their cupboards. Canned soup had been declining at 1% since 1996, losing out to newage foods like frozen pizzas and frozen dinnersgrowing at 15% to 30%.
This would not be an easy fix. We are talking about a 100year icon, deeply embedded in the consumer psyche. Tampering with such a brand could shake its foundation. Yet if we did nothing, inertia would prevail. And a 100year equity would continue to crumble.
This paper proves...