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NEW YORK Lipton Cup-A-Soup wants to become the “workingman’s ally” in a $10 million national ad effort that repositions the brand as a healthy and convenient snack.
The TV and radio push, breaking this week via J. Walter Thompson in New York, is the first major campaign in 13 years for the brand. The effort supports a spate of initiatives launched last month to revamp Cup-A-Soup: reformulating product with richer broths and ingredients like croutons, package redesign (via Clark McDowall in New York), new Asian flavors, larger (8-ounce) serving sizes and discontinuing slow-moving SKUs.
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