As a part of a pinch-me-dream brief, we were asked to reimagine one of Campbell’s most beloved commercials: 1993’s iconic “Melting Snowman.” Nearly 30 years later, “Snowbuddy” brought the magic back for a new generation—with a new snowman, a new kid and the same warm bowl of Campbell’s at the heart of it all.
The year was 2020, and COVID threatened even the simple joy of being snowed in. With classrooms already happening at home, snow days were suddenly in danger of becoming just another day of remote school.
So, as a companion effort to “Snowbuddy” on social, we launched #SaveTheSnowDay—rallying parents, kids and snow-day believers everywhere to help keep the magic of being snowed in with soup alive.
Online, we asked people to pledge to #SaveTheSnowDay, rewarding fans with custom kits—snowman gear, wooden carrot nose and, of course, soup.
At shelf, limited-edition cans stacked to build your own Snowbuddy, driving holiday sales as fans collected the set.
