Campbell’s Soups is reaching out to millennials with a “whimsical, humorous personality” on social media to promote a new line of microwaveable soup products, called Campbell’s Go. The campaigns reaches across multiple social platforms, including Facebook, Tumblr, BuzzFeed, Spotify and mobile gaming.
On Facebook, Campbell’s has given a distinct “voice” to each of the six Campbell’s Go soup flavors, The Facebook page “follows a sitcom-esque style and features humorous daily posts and shared content,” Nelson Warley, senior brand manager of Campbell North America, told ClickZ. The page, just launched in October, already has over 110,000 fans.
Other social media efforts for Campbell’s Go include:
- Tumblr: Campbell’s Go has its own Tumblr page, which features similar content to the Facebook page.
- BuzzFeed: the soup brand has teamed up with social news site BuzzFeed, creating funny posts that are designed to promote sharing – examples 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” (ClickZ) Campbell’s Go is also sponsoring BuzzFeed’s Nom Nom Feed, so posts tagged with Nom Nom appear with a branded tab - “Presented by Campbell’s Go Soups.”
- Spotify: Campbell’s Go flavors are the inspiration behind a new set of playlists on digital music service Spotify, with one playlist for each of the six flavors. When a user listens to one of these songs on Spotify, he/she receives a coupon for Campbell’s Go and gains access to the full playlist.
- Angry Birds: Campbell’s Go is also a launch sponsor for Angry Birds Star Wars (of Rovio Entertainment), and fans on the to-go soup’s Facebook page will have access to character reveals and game-playing tips.
The soups – meant for younger, always ‘on the go’ consumers – come in microwaveable packaging in six “bold” flavors: 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 Creamy Red Pepper with Smoked Gouda.
Campbell’s Go is the result of intensive research to understand the Millennial audience, according to Warley. “We developed a digital marketing campaign aimed at igniting Millennials’ passion points – one being humor,” he told ClickZ.
The campaign will also include interactive banner ads on social sites, as well as digital and mobile couponing efforts. Even the soup packaging promotes the individual ‘personality’ of each soup, with “whimsical photos and humorous sayings” that match marketing efforts on multiple platforms.
Will humor, social media and a healthy dose of ‘personality’ be enough to get twenty-somethings excited about soup?