ASSIGNMENT: Revive a stale brand.

TEAMMATES: Nic Johnson, Nitin Dua, Scott Dobbins, Allison Apperson and Christina Foy

PROBLEM: How do we make canned soup a top-of-mind meal option?

WHY ISN'T SOUP TOP OF MIND:
1) Many see it as a seasonal item
2) They don't know how to cook it
3) people have reservations about it being on a can (BPA, sodium, MSG).

WHY DO PEOPLE EAT SOUP?
1) To feel full
2) To feel better
3) To feel warm
4) To feel comforted

Old design vs. new design

 Brand Extension: Paninis! Goes great with soup!

Brand Extension: Paninis! Goes great with soup!

STRATEGY: 
Remember the original comfort food.

CREATIVE CONCEPT: 
Soup that makes you feel good.

MANIFESTO:
Unfortunately, some days aren't awful. They don't crush you with a weight can only be lifted by a ice-cream and a rom-com's
predictable plot--yes, the guy does get the girl, and yes, the final scene proves that they will go on to live, what we, the viewer, can presume to be a happy life. 

The worst days are quiet. The worst days come unannounced and linger. Those are the days where what happens to you is...nothing. And that nothing clings to your skin, tight. On those days it seems silly to indulge. On those days you just need a warm pick-me-up. A light hug from a stranger. A can of Progresso. Your Progresso. Get cozy with the soup that makes you feel good and loosens the grip of the undefinable inconveniences of the day.  

 

BRAND REFRESH:

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FOOD TRUCK TO PROMOTE BRAND EXTENSION: