Brief

Knorr: Soupy Snax

In South East Asia, Cup-a-Soup is called Soupy Snax. Our brief was to encourage office workers to drink it on their 4pm afternoon break.

Soupy had a classic occasion - based ad campaign in the can - vignettes of office life, like the frustration of an overbearing boss made better by a cup of Soupy Snax. The traditional approach would have been to amplify the idea with stunts at '4pm' - this felt like 'marketing' to us.

Culture
Our investigation into creating a cultural role for Soupy revealed a bigger opportunity. Asian work culture is very conservative; taking a break is seen as slacking off and if the boss stays until 9pm, so do you. We found that office workers wanted a more open approach to office life, and the bosses wanted to be seen more as coaches.