For years, Campbell's Soup ran ad campaigns showing chilly kids and parents coming home for lunch to a steaming bowl of soup. This is an example of what type of positioning?
A) Positioning by doing the opposite
B) Positioning by turning a disadvantage into an advantage
C) Positioning as a leader
D) Positioning with respect to usage situation
E) Positioning by user

Question

Quizplus · Accepted Answer

The ad campaign shows Campbell's Soup positioning their product with respect to the usage situation, specifically targeting the idea of a warm and comforting lunch on a cold day.

For Years, Campbell's Soup Ran Ad Campaigns Showing Chilly Kids