Case Study: Progresso Checks Out Consumers at Cash Register

The Challenge:
Responding to trends in the marketplace that suggested the low-sodium soups were an untapped niche, Progresso launched its “Progresso Reduced Sodium line. The problem was one of numbers. According to AC Nielsen’s “FreshFacts,” some 30,000 new products are introduced onto supermarket shelves each year, and a full 75% of them fail. What’s more, most manufacturers are targeting the same demo-mothers, 25 to 55 years old. With so much competition, Progresso needed to find a way to get its soups into the minds of consumers in a way that stood out from all of those other new products also hitting the shelf.