Progresso Soup Drops
Cannes Gold Lion - PR 2025
Cannes Silver Lion - Brand Experience & Activations 2025
Progresso needed to stand out during its most important sales window: cold and flu season, when 40% of all soup is sold. The challenge was to make comfort food relevant in a moment when most people reach for medicine, not soup.
Enter: Soup Drops, chicken noodle soup you can suck on in lozenge form. We sold out of Soup Drops three separate times, the last time in under 8 minutes, ultimately landing us in cultural conversations spanning social to the late-night TV circuit.
Soup you can suck on.
