Page 79 - The Five Forces of Everything

THE SUPER SOUP

“DISRUPTION IN UNLIKELY PLACES”

Think about soup and you’ll probably consider things like convenience
and value. But soup just got assertive, and it’s about power, immunity,
digestion and mental wellbeing. Just what the competitive professional
needs to stay in the game.

Launched on the back of the juicing craze, demand for transparency and
cleaner labels, Re:Nourish soups have arrived in the U.K. in a heatable
bottle format with a mission to disrupt a category that is ‘really antiquated’.

Each soup contains a special micro ingredient, such as ginger, passion
flower or maca to support the active benefit.

We think the way the brand, pack and product have been configured
speaks directly to people’s more competitive stance. Take ‘Power and
Love’, made with spicy lentils and red pepper. Branding draws from the
food supplementation category. The bottle structure is compact with no
visible fill line (signaling ‘bursting’). The soup itself is a shade of red
– associated with ‘powerful’ and ‘potent’. With the addition of maca,
widely believed to help improve stamina and a natural aphrodisiac, it is a
product that aligns its sensory profile directly to its promise.

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FORCE #5 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS