Knorr Colourful Soup

This case describes the launch of four ready-to-serve soups from Knorr, designed to persuade consumers that healthy eating needn't compromise on taste.

Knorr Colourful Soup

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):September 2008 – April 2009
Start of Advertising/Communication Effort:September 2008
Base Period for Comparison:September 2007 – April 2008

a) Synopsis of the Case

Low carbs, no carbs, low-fat, no-fat. It seems that everywhere, someone somewhere is trying to convince us that they have the right way to eat better. Knorr, a brand known less for its healthier offerings and more for its gourmet products (everything from soup to sauces) knew that eating better didn't have to be so difficult. In fact, it could be easy, by simply getting...

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