Lipton Chicken Noodle
Étude de cas : Lipton Chicken Noodle. Recherche parmi 300 000+ dissertationsPar dissertation • 7 Décembre 2012 • Étude de cas • 547 Mots (3 Pages) • 475 Vues
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,
...