A little while ago I worked on an experiential event for Campbell’s Soup. Rather than marketing the soup itself, Campbell’s repositioned them self by marketing the fact that you could cook with Campbell’s Condensed Soup. The event was quite different from most sampling events because the event staff made roast beef sandwiches out of a mobile branded truck with a full kitchen inside. The event was half guerrilla, and half of the spots were planned. We passed out samples of the sandwiches along with recipes to people on the streets of Boston.
Brand repositioning is an extremely challenging tasks. Changing a consumers view on a brand is harder than getting the brand in their head in the first place. Using an experiential event to reposition a brand is a good idea because it gives consumers direct contact with the “reposition”. Also, Campbell’s went about it the right way by broadening their reach rather than trying to change the view of existing consumers. By repositioning, Campbell’s also differentiated them self from competitors.
The Promotional Experience 