Campbell's Brothtails
Campbell's had an awareness problem with millennial shoppers. They saw it as their mom's brand, not theirs. So, we solved Campbell's relevance problem the same way you solve most problems... with alcohol. We partnered with mixologists to turn 4 of Campbell's unique broth flavours into 4 deliciously unique Campbell's Brothtails.
Case Study
We created Campbell's first-ever age-gated website and delivered food recipes that use the same broth as the cocktails, so you can pair your drinks to your food.
Ok, but do they taste good?
It's the question everyone asks. Because, like... broth? I assure you they taste great. My favourite is the Pork Ramen Mezcal Margarita, for what it's worth.
Press & Reactions
Brothtails delivered more than 46 million impressions, 1,600% increase in organic social engagement, and a 69% increase in brand mentions.
BuzzFeed // TrendHunter // Today Show // NPRs 'Wait Wait... Don't Tell Me' // Toronto Sun // Vancouver Sun // Gothamist // Mixology Magazine // Virgin Radio // CBC Radio 1 // Yelling About Pate // HOLR Magazine // MEL Magazine // @moverandshakerco // @TheShadeRoom // @TheBlackHoof // @NicoSantos
Awards
One Show // The ADCs // Comm Arts // Marketing Awards // Strategy Awards // Kinsale Sharks // ADCC // Atomics // Shopper Innovation Awards