Progresso (General Mills) / USA / 2025Retail & Shopper · PR Stunts · Design & Packaging
Soup Drops.
Progresso bottled the taste of its chicken noodle soup into a lozenge and sold it where sick shoppers actually look: the cough drop aisle.
- Brand
- Progresso (General Mills)
- Agency
- Edelman
- Market
- USA
- Region
- Global
- Year
- 2025
The challenge
Cold and flu season is soup's biggest sales window, yet people who feel unwell reach for medicine rather than the soup shelf.
The idea
Rather than fight for attention in the soup category, the brand created a chicken noodle flavoured lozenge packed in tiny soup-can tins. Influencers, surprise drops on social and media outreach pushed people to a direct-to-consumer site where limited batches went on sale.
Results
- Sold out three times, the final drop in under eight minutes
- Top-of-mind awareness up 196%
- 12.83 billion earned media impressions, including late-night TV mentions
Case study source: Activation Ideas Source ↗
