If you’ve been in the soup aisle lately, you’ve most likely been overwhelmed with choices and underwhelmed with excitement. Campbell’s decided it was time to take a stand, create something much better and give people a reason to visit the soup aisle again. They called upon Bulldog Drummond to lend our expertise in the creation of their new soup brand.
We worked with Campbell’s to help them create an entirely new brand from the ground up—one built on a new food philosophy and an approach to serving the consumer in a compelling new way. Together, we defined and dimensionalized their target consumer to pinpoint their key needs, identified an authentic reason for being and named the brand in support of an overarching brand philosophy—encouraging consumers to say yes to what really matters when it comes to eating soup that feeds their families. We developed a pack design system that highlights the nutrient-dense recipes and represents a transformational shift in a very traditional space. Campbell’s partnered with BBDO and ManvsMachine to extend the brand nationally with a series of ads that ran during the Golden Globes and again during the Grammy’s—a first for Campbell’s. Well Yes! soups officially hit stores in late 2016 to rave reviews from both retailers and consumers, and based on the huge commercial success of the brand, we have been building extensions ever since. Look for these amazing new soups in a market near you.
“We worked closely with Bulldog to build every part of the Well Yes! brand—from brand strategy to on-shelf package design. Bulldog helped us become a team that thought like a challenger brand. They challenged our assumptions and developed a brand promise and personality that have proven to be unique to the category. The initial market reaction has been outstanding—appearing in more than 70% of U.S. grocery stores and exceeding initial sales expectations.”
—Terry Schwartz, Director, Strategic Design