Campbell’s canned soups were rarely being consumed as people were beginning to forget about the brand. Our client wanted us to help increase consumption to more than 4 million a year, by reconnecting with the target market that had once loved Campbell’s.
To make people drink more Campbell’s more often, we had to give them more reasons to. But our messaging also had to reach the right people at the right places. So we launched Cans of Positivity on location-specific bus shelters. Each bus shelter held a reason to enjoy Campbell’s, but each message was carefully chosen to suit the people in the area—efficiently prompting the target audience to include Campbell’s in their everyday lives.
Cures Home Sickness
Product / Service
Campbell Soup Southeast Asia Sdn Bhd
Executive Creative Director
Emily Tan, Kasey Chew, How Wei Zhong, Gigi Lee, Joshua Tay
Emily Tan, Kasey Chew, How Wei Zhong, Lai Wai Yeap, Hazel Ting, Elaine Poh
Emily Tan, How Wei Zhong, Kasey Chew
Emily Tan, Kasey Chew, How Wei Zhong
T L Tan
Wayne Low, Robert Aw
Image Rom, Wayne Low
Nigel Menezes, Pravind Subramaniam, Caroline Bal, Lisa Hezila
Wayne Low, Motion Rom