Cup-A-Soup Sensations

THE CHALLENGE

With sales in steady decline and needing to reconnect with a younger market, Continental developed Cup-a-Soup Sensations. This new gourmet soup range urgently needed to launch in the middle of the hot Australian summer.

THE BIG IDEA

As a change from the typical product launch, a pre-launch sampling program was run in Facebook aimed at giving brand advocates an exclusive product preview.

THE RESULTS

Building a groundswell of excitement amongst fans, the campaign managed to drive 4% category growth and enable Continental Soup to achieve its highest market share in the last 5 years The pre-launch campaign has become a Unilever global best practice.