Case Study: Campbell’s Soup
RESUSCITATE AN ICONIC BRAND THROUGH HERITAGE
The Story: STIR UP THE CLASSIC
From the start, Campbell’s core strengths have been passion and devotion to family. The nostalgia associated with the iconic brand has always garnered the trust of mothers, and tickled the fun buds of kids everywhere. With classic brands however, there is still the need to maintain relevance to remind consumers that Campbell’s is still the soup you can love and trust. Since it’s launch in 1869, Campbell’s has dominated the market with 80% of the soup market. In recent years however,Campbell’s has gone from having no direct competitors to having a fair number of contenders. Market share has decreased to 60%.
83% of new mothers return to the labor force six months after childbirth.
Insight: MOTHER’S NEED HELP IN THE FORT 83 million mothers in the US alone. In 2008, mothers spent $2.1 trillion.
Opportunity: PULL ON THE PURSE STRINGS
With the economy at its current fragile state, Campbell’s is at an advantageous position to leverage the care and convenience benefits mothers have come to know from the brand. Mother’s typically control the major decisions in the household. Therefore, the success of the campaign depends on winning over mom.
The role of women have changed immensely over the past few decades. It is not uncommon to have both parents working full time in addition to caring for the kids. After conducting interviews with mothers of households of 3+, it was evident that although they excel at multi-tasking, it’s a constant struggle to juggle work, kids, husband, meals, personal health, etc.
Key Takeaway: CAMPBELL’S IS DEVOTED TO FAMILIES
The creative worked their magic to develop an integrated campaign where Campbell’s could revitalize its message to the consumer that Campbell’s cares, planting Campbell’s as an essential mainstay in family kitchen’s everywhere.