Campbell Soup Company has launched a new line of bold-flavored soups in microwaveable packaging and is trying to cultivate a whimsical, humorous personality for the line to attract Millennials.
Campbell is also pushing out a slew of digital content to draw the attention of these 20-somethings. The new line of soup, Campbell's Go, has Facebook and Tumblr pages, as well as partnerships with BuzzFeed and Spotify that Campbell hopes will convey the personality of the soup and appeal to its target audience.
Campbell launched a Campbell's Go Facebook page in October. It now has nearly 76,000 fans.
"The Campbell's Go Facebook page gives a personality and voice to each of the six Campbell's Go soup flavors that follows a sitcom-esque style and features humorous daily posts and shared content," says Nelson Warley, senior brand manager of Campbell North America. "We'll be sharing content on our Facebook page in collaboration with our digital partners, including BuzzFeed, Spotify and Angry Birds, [as well as] photos from events and organic conversations with our fans."
Campbell has also created a Tumblr page for Campbell's Go, which features similar content.
In addition, Campbell's Go has teamed up with social news site BuzzFeed to create humorous posts that are "thematically relevant" and designed to promote sharing.
"We developed a digital marketing campaign aimed at igniting Millennials' passion points - one being humor," Warley says. "The campaign is aimed at breaking through and connecting with our audience in an authentic, genuine way that they will instantly understand and appreciate."
Examples of Campbell's Go sponsored BuzzFeed posts include: "17 Animals Who Were Totally Prepared for Halloween," "10 Famous Landmarks and Their Greatest Facsimiles," and "10 DIY Tips for Camping Without Leaving Home."
Campbell's Go is also sponsoring BuzzFeed's Nom Nom Feed. As the feed's sponsor, posts on BuzzFeed tagged with Nom Nom appear with a tab that says "Presented by Campbell's Go Soups."
Campbell's Go and BuzzFeed will also co-host an art exhibit in New York on December 4, showcasing Campbell's Go soups and local artists who have created works of art using Campbell's Go soups as their muses.
What's more, Campbell's Go is collaborating with digital music service Spotify to develop playlists using flavors as inspiration, such as a playlist with songs about cheese for Creamy Red Pepper with Smoked Gouda soup. Each time a user listens to a song on Spotify, she will receive a coupon and gain access to the entire playlist.
The playlists will go live the week of November 19. There will be six playlists total - one for each flavor: Coconut Curry with Chicken and Shiitake Mushrooms; Moroccan Style Chicken with Chickpeas; Chicken and Quinoa with Poblano Chilies; Spicy Chorizo and Pulled Chicken with Black Beans; Golden Lentil with Madras Curry; and the aforementioned Creamy Red Pepper with Smoked Gouda.
And finally, in a partnership with Rovio Entertainment, Campbell's Go is a launch sponsor for Angry Birds Star Wars. Character reveals and game-playing tips will be shared on the Campbell's Go Facebook page.
Additional elements include interactive banner ads on sites like Facebook and a digital and mobile couponing effort. Coupons for $1 off will be offered through the Campbell's Go Facebook page and various online couponing sites.
Introduced in August, Campbell says its Campbell's Go soups are designed for people with adventurous appetites as the varieties draw inspiration from global cuisines.
In addition, these soups are packaged in microwavable pouches that Campbell says are perfect for "time-crunched 20-somethings."
Or, as Warley puts it, "Campbell's Go soups are our new great-tasting, globally inspired soups in convenient, microwavable flavor lock pouches that are designed to satisfy the restless spirit and adventurous taste of younger generations."
According to Warley, Campbell's Go is the result of intensive research to understand the Millennial audience.
"Our research told us that this is an audience who is likely working hard, working late and loves to have takeout for lunch or dinner. Yet, they still need to stay on budget. On those days or nights, Campbell's Go is a great option that satisfies their taste and convenience needs," he says.
Campbell is also promoting the personality of the soup on the packages themselves. They feature whimsical photos and humorous sayings that also appear within many elements of the marketing campaign.
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March 19, 2014