+

Campbell’s Soup StrategyElise Kaufmann

Eat Better,

Feel Better

+The Unattainable Cold Cure

+Key Performance Indicators

10% Increase Across All Varieties

Condensed

Chunky

Natural

Slow Kettle Style

Gourmet Bisques

Microwavable

Healthy Request

Campbell’s Go

20% Increase of Target

Chicken Noodle Soup Varieties

Healthy Request

+Tools & Tactics

Television

YouTube

Hulu

Other video streaming sites

Commercials

+Tools & Tactics

Print

Newspapers

Magazines

Facebook

Google

Advertisements

+#1 Tool: Twitter

# Coughing

#Sneezing

#Aching

Engagement

+Budget $100 Million “It’s Amazing What Soup Can Do”

$75 Million “Eat Better, Feel Better”

Labor

Airtime

Page Space

Google AdWords

Facebook ads

Sponsored Hashtags on Twitter

+Conclusion

+Thank you. Any questions?