Campbell’s is famous for soup—but its tomato juice has yet to take off.
Luckily, tomato juice is already a passenger favorite in the sky. Lufthansa serves 700,000 liters a year! Why? Dry cabin air dulls sweet and salty flavors, while its savory taste holds up.
At 30,000 feet, Campbell’s can bring its tomato juice center stage,
and reveal a colder, more refreshing side of the brand.
Idea: Campbell’s partners with Lufthansa to make its tomato juice exclusive to where it’s desired most.
For the launch, Campbell's turns the tomato juice shelf into an announcement — redirecting shoppers from the aisle to 30,000 feet. Bon voyage!
