Campbell Canada has released its new 'We All Soup' campaign in an attempt to target millennials. The ad spot does not feature a specific product but instead promotes messages of unity and collectiveness despite our individual differences.
The commercial discusses the various ways people interact with food and includes different types of food we eat. This marketing strategy tries to attract millennials by showing them one of the things they love most -- individuality. Despite this hyper-personalized message, Campbell's preaches that a love for soup is common among all cultures and people.
Brand manager Melissa Mendoza said that the goal of the campaign is to position Campbell's as a brand that is more relevant to millennials. The historic soup brand wants to re-invent its image from a trusted, old-fashioned soup company to an organization that is more innovative and culturally current.
Unity-Spreading Soup Ads
This Campbell's Soup Ad Tries to Better Connect the Brand to Millennials
Trend Themes
1. Personalized-unity Ads - Opportunity for brands to shift away from product-specific advertising and promote a broader message of inclusivity and togetherness through nostalgia and individuality.
2. Cultural-relevancy Campaigns - A chance for brands to update their image and connect with younger audiences by promoting cultural diversity, relevance, and innovation.
3. Hyper-targeted Marketing - The opportunity for brands to use data-driven insights to connect with millennials through personalized messaging.
Industry Implications
1. Food Companies - The promotion of cross-cultural cuisine and nostalgia could provide opportunities for food brands to connect with diverse audiences.
2. Advertising Agencies - Brands may require creative agencies to develop more holistic, message-based campaigns that appeal to younger audiences beyond products and services.
3. Content Creation Companies - Brands may seek out content creation companies that specialize in developing personalized messaging that connects with younger audiences.