— CLIENT
Progresso
— ROLE
Creative Director
Lead copywriter
— SQUAD
Marisa Biaggi, ECD
Julia Matthews, CD
PROGRESSO SOUP DROPS
Chicken noodle soup is comfort in a can when you're sick. But with 80% of people turning to cough drops during cold and flu season (our peak sales window), we needed to bring them back to the soup aisle. So we left the soup aisle behind.
Soup Drops are soup you can suck on. Our chicken noodle soup flavored cough drops hacked sick day behavior with a Willy Wonka-level product innovation.
12 billion impressions later, we propelled Progresso beyond the soup category and stole attention from cough drops and our biggest competitor. (Suck it, Campbells.)
