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.
More in Marketing
Hyve Group buys the Possible conference, and will add a meeting element to it in the future
Hyve Group, which owns such events as ShopTalk and FinTech Meetup, has agreed to purchase Beyond Ordinary Events, the organizing body behind Possible.
Agencies and marketers point to TikTok in the running to win ‘first real social Olympics’
The video platform is a crucial part of paid social plans this summer, say advertisers and agency execs.
Where Kamala Harris and Donald Trump stand on big tech issues
The next U.S. president is going to have a tough job of reining in social media companies’ dominance and power enough to satisfy lawmakers and users, while still encouraging free speech, privacy and innovation.