Progresso Soup Drops

When people think of soup, they think of 1 brand. That’s a real challenge for Progresso, America’s #2 soup brand in a declining category (−16%) and outspent 6:1 by the red can. Worse, soup was losing its sick-day role as 81% of consumers reach for functional OTC remedies like cough drops for comfort in cold-and-flu season–a time accounting for 44% of Progresso’s sales. So, Progresso stole sick days back with “soup you can suck on” drops that looked like OTC relief but tasted like chicken soup, delivering on Progresso’s iconic flavor and packaged in mini cans that looked just like Progresso.