Campbell’s Go Launch

PROBLEM
Campbell’s came to us with a red alert: their new, millennial-targeted product “Go” was due to be on shelves in two weeks but the URL listed on the product had no live site associated with it. Campbell’s asked us to come up with a solution.

IDEA
Using product photography, custom photography, illustrations and stock, we created one of the first ever branded Tumblr pages as the landing page of the product. We filled the page with Tumblr-friendly GIFs highlighting the different flavors, nutritional information and sharable memes. Everything you would find on a normal product page was there, in GIF form. The tone set on the page was then used in banners, Spotify ads and content partnerships.

RESULTS
What started as a stop gap measure became a highlight of the campaign and a talking point of the launch, resulting in the Tumblr page and the Go product featured front and center in a Colbert show segment.