Campbell Soup Company has launched a new line of bold-flavored soups in microwaveable packaging and is trying to cultivate a whimsical, humorous personality for the line to attract millennials. Campbell is also pushing out digital content to draw the attention of these 20-somethings. The new line of soup, Campbell's Go, has Facebook and Tumblr pages, as well as partnerships with BuzzFeed and Spotify that Campbell hopes will convey the personality of the soup and appeal to its target audience.
In the digital media world, things move at ludicrous speed. Just two short years ago, Tumblr CEO David Karp lamented how web advertising turns his stomach. Now, the platform has a nascent ad model and is embracing brands with open arms. Brands seem to be experimenting more and more with the social platform, and like other aspects of digital media, there are those that get it and those that don't. What makes a good Tumblr? And how do we know a good brand Tumblr? Here are five brands using Tumblr exceptionally well.