Canned soup isn’t exactly the sexiest or coolest product in the world. So how do you get those young, hip, tech-savvy millennials excited about good old-fashioned soup?
Ditch the cans, create new packaging with faces of people who represent stereotypical millennials (like a girl with thick glasses) and launch a site for the new line of soups that is powered by Tumblr and is full of attempts at millennial humor that involve cheesy jokes about how to save money or get over an ex and phrases that young people use, like “What’s crackin’?”
That’s exactly what Campbell’s has done to promote its new line of soup, Campbell’s Go, which comes in pouches rather than cans and is aimed at the much sought-after millennial demographic. Along with trying to use “millennial speak” and the blogging platform of choice for millennials, Campbell’s also pulled out the big guns to attract their target audience: cats. The Campbell’s Go site has a section for nutritional information that is presented by cat GIFs, because, of course, you cannot attract millennials to a website without using the Web’s favorite animal.
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The ANA parts ways with PwC in its ongoing ad tech transparency project
Sources claim the trade organization ended the relationship amid frustration with developments.
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Marketing Briefing: Why marketers are seeking deeper partnerships with artists to remix songs, offer experiences
By working with musicians and celebrities, brands can potentially generate more attention and become a part of culture, according to agency execs, who say that brands are looking for anything that can help them connect to culture more deeply.
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CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.
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SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
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Culture Brands’ Eunique Jones Gibson wants to help brands uplift, empower stories for African Americans
When Eunique Jones Gibson, founder of the Black-owned marketing agency Culture Brands, launched her agency in 2017, the 39-year-old business leader wanted to demonstrate that she could ignite conversation, introspection and social change in the industry.
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Danone’s Light + Fit brand invests in digital video ad spend, but won’t let go of linear TV
Danone-owned yogurt brand Light + Fit is doubling down on its streaming ad strategy, including investing in Netflix for the first time.
