11/14/2012 04:30:00 PM

Campbell's Targets Millennials With Hipster Soup Pop-Ups, Kitten GIFs

Not a meme; Image via Campbell's
By Kelly Dobkin
The good folks over at Consumerist have pointed out a new campaign that has launched to promote Campbell's Go - a new line of soups aimed at Millennials packed with trendy ingredients and sold in pouches. The soup slinger has set up free soup pop-ups all over the U.S. to dole out samples of the non-organic, sodium-packed new product to the penniless hipster masses. But that's not the worst of it. The list of hipster-targeted marketing tactics is completely over the top: Kitten GIFs, an Angry Birds cross-promotion, Tumblr-based product page, playlists about cheese on Spotify, etc.

If Campbell's is really seeking to cash in with their desired demographic, they're going to have to compete with the Amy's, Whole Foods and Trader Joe's of the world who are making some very respectable organic products. Not to mention the fact that more and more Millennials are cooking their own damn soup these days, and we're not sure that eating soup out of a can (or a pouch) will ever be de rigueur for Generation Y.


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