Van Den Burgh – cup a soup

Campaign in 1998-9 by APL for Batchelors Cup-a Soup. Need to reposition brand, with a new target (young men).
Agency: APLAuthor: Farhat Zaheer

Real Men Dont Drink Cup A Soup

 

A BIT OF BACKGROUND ON BATCHELORS

Just two years ago, the Batchelors brand was perceived as 'dusty and dehydrated', and was targeted primarily at housewives with kids. The Batchelors world was centred around family mealtimes, a world increasingly at odds with reality and with the way in which Batchelors products were actually used. To address this, a radical overhaul of the brand's positioning was conducted.

The first brand to benefit from this was Batchelors SuperNoodles. Supernoodles blazed a trail, with enormous success, transforming itself from a...

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