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Souping it up
7 Aug 2006
The main objective of the new brochure site for Unilever's Knorr Cup-a-Soup, developed by Durban-based pilotfish, is to introduce the brand to the office environment. According to Adam Shapiro, MD of pilotfish, Knorr has realised that "there is a huge potential in the market for quick, convenient snack solutions for large and small businesses in South Africa."
"Our intention was to build on this by creating a design that placed the viewer in a digital office environment. By using various office elements as the navigation and content area of the site, our aim was to get the brand objectives across in an interesting and memorable way," says Shapiro.
The interactive www.cupasoup.co.za includes a desktop in an office, complete with telephone, laptop, pinboard, etc. Click on the telephone and one gets the contact details to order a Cup-a-Soup vending machine; click on the folder and ones get research on healthy work-time snacks. Post-its and notepads on the desk allow one to inspect flavour variants and show different order options for bigger or smaller businesses for the soup and the dispenser.
Says Shapiro, "Knorr Cup-a-Soup gives staff an opportunity to take a break and then, once restored with Knorr's delicious taste, they feel refreshed and ready to pick up the pace again. An online game of 'SoupDoku' was created to further the idea of taking a short break while enjoying a Cup-a-Soup."
About Simone Puterman
Simone Puterman (@SimoneAtLarge) is currently editor-at-large at Marklives.com and deputy chair of the Sanef online editors subcommittee. After majoring in psychology and linguistics at Rhodes University, and then completing her honours in psychology, she has been in the world of B2B publishing since 1997, with 7.5 year stints at both WriteStuff Publishing and Bizcommunity.com (March 2006-August 2013). Email her at moc.sevilkram@enomis.
