Campbell’s had not changed in about 30 years. Not the product, not the advertising, nothing. And sales were slipping as a result.
So how can you propel the brand forward when the can and what is in it, is about thirty years behind.
Our answer, by being real. Really real. Being real about how people today feed their family, who is in their family, and what life looks like to them. We noticed the start of a shift. Culture was moving from idealized to real. Consumers were pushing back from the ‘Pinterest perfection’ that had swept over us all, and were starting to celebrate reality by owning up to – and smiling about – imperfection.
We recorded every name to every storm of the year. And rotated in a new storm name every time one made the news. Some people thought we were psychic (link).
If the charge was to make the brand relevant, does Steve Colbert count? (link)
In the first year we asked consumers to share their real, real life.
People do not make at least 70% of what they pin because it’s just too hard. So we created an algorithm that gave you a simpler version of every recipe you pinned. Recipes that used One pan, took 30 minutes or less or included no more than ten steps. It worked so well we were lobbied by food stylists and influencers to take it down.
:06 media buys need stories too.