The first Soup seed was sown at a research company called Pollinate. The Pollinate people were (and still are) focused on providing exceptional research services to brands, on developing innovative communications.
Soup sprung from the idea that the conversations people have with one another are far more important than the messages most brands fire at them through advertising. People really wanted to take an active role in the product and services they were buying.
Coca-Cola agreed and our first major project was to help develop and launch Coke Zero in 2006.
Since then we have been featured on Today Tonight (as one of the good guys) and been in all major news papers. We’ve launched a special section for mothers called Soup Mama and worked on new products and projects for brands as diverse as Sony, Sheridan, Huggies, Penguin, Virgin and NRMA.