Eric Katzman
Eric Katzman
across basically category consumer convenient convince either fact failure grow meal opposed shrink side soup
The fact is that they basically need to convince the consumer that soup is relevant, that soup is a convenient meal as opposed to being a side dish. It's either that failure or that success, to get that idea across that's going to grow the category or shrink the category.
plain vanilla
When you think of Kraft's portfolio, it's plain vanilla right up the middle.