Progresso has recently launched a social initiative in a test market that is probably going to be the start of a new social era for CPG brands. The Idea Pantry is a collection of Progresso sauces that come with online video tutorials, helping home cooks achieve premium results. Consumers who purchase the sauces can visit theideapantry.com, where participants can follow a “lesson plan,” download coupons and interact with the cook. The site has tabs for each sauce and offers users an opportunity to submit a video in hopes of becoming a featured chef on the site.
Implications: This execution demonstrates how a brand can integrate social with a product before it is even purchased. Consumers know that when they buy a product, they are being provided with a digital service as well. While this execution demonstrates the impact of specializing social for each individual product, there is still more to come. Executions will continue to evolve as live streaming video takes off and participants expect live chats as opposed to form fields.
Cultural Macrotrend: Artisan
via Trend Hunter