The General Mills Progresso brand has launched a website featuring nine short films, so-called "Soup Operas," with Publicis Dialog New York having created the site, homesweetcube.com, targeted to young women at work, reports AdWeek. The site features nine short films, about two minutes each, dealing with the ups and downs of the characters' office lives - perfect, Progresso hopes, for viewing at lunchtime in the office.
They are intended to be today's equivalent of the radio soap operas of the 1920s, created to sell cleaning products to women at home.
Progresso soups are not featured in the videos themselves, but in the introductions to them. Visitors to the site who submit photos of their work cubicles can win a $750 prize for the "homiest" cube.
