Progresso “Soup Drops” at Cannes Lions

Source: General Mills

I’m here all week at the Cannes Lions Awards, and among other things, I’m highlighting some of the award winners each day as creative inspiration.

Marketing is, after all, a spectator sport and the Cannes Lions Festival of Creativity as no rival in its field.

This winner caught my eye because of the simplicity of the idea along with the notion that a creative idea can come from anywhere (literally any one on the team could have and likely did think of this), this time in the form of a new product idea to fight off super tough competition … in the soup category.

Sales of chicken noodle soup sky rockets during cold and flu season, and every season there’s just one brand on everyone’s mind to help soothe the symptoms: Campbell’s Soup. It’s been that way for ages and it’s nearly impossible to break that brand’s heritage and seasonal momentum.

Hence competitor Progresso needed to do something bold and innovative to stand out in the season and take some share of voice, mind, and sales away from the real and also spiritual leader in the soup category.

So what did Progressive do? The brand launched a soothing cough drop with a (you guessed it) chicken soup flavor! Brilliant. Talk about stealing the emotional moment and capturing the news! Take a look …

“Soup you can suck on!” Sold out immediately … and also stole the hearts of the Cannes Lions jury members because it picked up a Gold Lion award last night!

So simple, so competitive, and I bet so delicious (well some say it sucks) … and right on equity with the brand while meeting the needs of the consumer.

What could go wrong? Winner Winner Chicken Soup!

What’s your experience? JIM