Cold/flu pitch for Campbell soup

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Campbell Soup Co. in a national TV ad breaking today tells cold and flu sufferers its Chicken Noodle Soup can help make them feel better. The spot, from BBDO Worldwide, New York, is accompanied by a tie-in with Procter & Gamble Co.: a free can of soup is offered when shoppers also buy two P&G brands: Vicks brand cold remedies and Puffs tissues. A Get Well bouquet, featuring Campbell soup in the arrangement, will be offered in a co-promotion with TeleFlora. The TV spot features the fictional Taylor quintuplets, one of whom comes down with an illness and is nursed with a bowl of soup, sending the other four siblings clamoring for soup, and attention. The tagline is "Campbell's makes everything better." A Campbell spokesman said it is the first time the marketer has connected chicken soup with colds and flu. During peak flu season, 100 million suffer the illness in a week, Campbell said.

Copyright December 1996, Crain Communications Inc.

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