Brief

As category leaders Cup a Soup dominated the fixture with a wall of branded blue over a vast range of varieties. This strong block standout was great for grabbing brand attention in a low interest aisle but did little to stimulate interest and trial across flavours.

Response

Insight indicated that consumers shopped by ‘favourite’ flavour type and would be most likely to try a different variant within their preferred flavour type - chicken, tomato or vegetable – highlighting the need to give flavour segmentation greater prominence on pack and to rethink how the flavours were merchandised. By developing the pack design to strongly segment the range by flavour type, along with marketing working with the supermarkets on a vertical merchandising module, Cup a Soup not only helped consumers to quickly find their favourite flavours, but also encouraged trial.