Client: GMI
How does a challenger brand pull focus from the category leader? Progresso did, dropping something so wild—and wildly disruptive—it commanded attention. As the #2 brand(16% share versus main competitor’s 50%) in a declining category, Progresso needed to do something big during cold and flu season, which represented nearly half of its annual sales. We hacked the behavior of people increasingly reaching for cough drops when sick to create Progresso Soup Drops: the world’s first (and only) chicken-noodle-soup-flavored “drops.” We dominated late-night, went viral, and sold out in minutes three separate times—positioning Progresso as the soup brand on consumers’ minds and revitalizing the brand. The brand drove 12.83 earned impressions with 1.6K stories, a +47pt awareness surge, +14 point jump in sales, and a 5% category growth fueled 41% by Progresso vs 4% by the competitor.
