Final Presentation Project for ADV 420: New Media Driver's License Fall 2012.

1. +
Eat Better,
Feel Better
Campbell’s Soup Strategy
Elise Kaufmann

2. +
The Unattainable Cold Cure

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Key Performance Indicators
10% Increase Across All Varieties 20% Increase of Target
 Condensed  Gourmet Bisques  Chicken Noodle Soup Varieties
 Chunky  Microwavable
 Healthy Request
 Natural  Healthy Request
 Slow Kettle Style  Campbell’s Go

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Tools & Tactics
Commercials
 Television
 YouTube
 Hulu
 Othervideo
streaming sites

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Tools & Tactics
Advertisements
Print
 Newspapers
 Magazines
 Facebook
 Google

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#1 Tool: Twitter
# Coughing
#Sneezing
#Aching
Engagement

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Budget
$100 Million  “It’s Amazing What Soup Can Do”
$75 Million  “Eat Better, Feel Better”
 Labor
 Airtime
 Page Space
 Google AdWords
 Facebook ads
 Sponsored Hashtagson Twitter

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Conclusion

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Thank you.
Any questions?