— 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.
Introducing Soup Drops, soup you can suck on. It's chicken noodle soup in cough drop form that hacked sick day behavior with a completely unexpected product innovation.
We propelled Progresso beyond the soup category, stealing attention from cough drops and our biggest soup competitor. (Suck it, Campbells.)
