Lipton Chicken Noodle

tyjewrgergeqrgergrgr rg r er Lipton Chicken Noodle soup was introduced to Canadian families over forty years ago. Since then, the

brand has become well known as the soup with the tangy, yellow broth and fun, firm, little noodles that

children of all ages love.

But advertising support has been inconsistent over the years. By 1999, Lipton Chicken Noodle's

penetration and volume had been in slow decline for 13 years. A turn–around became a top priority

given its importance as the flagship of Unilever's dry soup business.

The soup market itself had been flat over the same period. Virtually all Canadian households (99%) use

soup, and most (94%) buy store–bought soup at least occasionally. This category has always been

dominated by the canned segment–and specifically by Campbell's canned soups with a 58% share. By

1999, Campbell's had started to encroach on traditional Lipton territory–kids' playful enjoyment of soup.

We needed to keep Chicken Noodle relevant and even more importantly, we needed Moms to serve it

more often. We had no product news to work with. Our challenge was to create an advantage for this

very familiar brand by talking about it in a new way (Crossover Note 2). Lipton Chicken Noodle soup was introduced to Canadian families over forty years ago. Since then, the

brand has become well known as the soup with the tangy, yellow broth and fun, firm, little noodles that

children of all ages love.

But advertising support has been inconsistent over the years. By 1999, Lipton Chicken Noodle's

penetration and volume had been in slow decline for 13 years. A turn–around became a top priority

given its importance as the flagship of Unilever's dry soup business.

The soup market itself had been flat over the same period. Virtually all Canadian households (99%) use

soup, and most (94%) buy store–bought soup at least occasionally. This category has always been

dominated by the canned segment–and specifically by Campbell's canned soups with a 58% share. By

1999, Campbell's had started to encroach on traditional Lipton territory–kids' playful enjoyment of soup.

We needed to keep Chicken Noodle relevant and even more importantly, we needed Moms to serve it

more often. We had no product news to work with. Our challenge was to create an advantage for this

very familiar brand by talking about it in a new way (Crossover Note 2).Lipton Chicken Noodle soup was introduced to Canadian families over forty years ago. Since then, the

brand has become well known as the soup with the tangy, yellow broth and fun,

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