"A Great Big Hug in a Mug"

Market Situation / Problem
To help Campbell’s and their ad agency create a long-term campaign for Batchelor’s Cup-a-Soup to increase consumption frequency and sales. A brand mnemonic involving a pair of blue furry arms was developed to communicate the comforting / warming brand benefit.

Our Approach 
Added Value copy testing was used to provide full diagnostics on the animatic ad. This methodology uses a lot of open-ended questions to fully diagnose any issues that arise.

The Solution
Although there was a high degree of confusion linked to the blue furry arms, the animatic test was able to show exactly why they were causing confusion and so guide the creative team on how this could be avoided.

Result
The ad agency was able to amend the animatic and create a long-term brand mnemonic that formed their most effective sales-building ad for the brand.

Click here to watch their subsequent advertisement following our research