Cup a Soup 比賽結束

Can you stir up the instant soup shelf by creating a pack that clearly stands out and surprises?

開始 2014年7月15日 結束 2014年8月11日 23:59 UTC 審議 結果 2014年10月
2014年8月11日 23:59 UTC


Try to remember the last time you were at the grocery store. Did you walk past the instant soup shelf? You probably passed by it and just ignored it – it’s not very exciting, is it? You either don’t care about the product or it brings up negative thoughts (unhealthy, unsavory, unexciting).

Truth is that Continental Cup a Soup is a great choice for a tasty snack. It often improves the office lunch when it accompanies a sandwich or a late afternoon snack. They not only have an incredibly diverse and delicious range of soups, but they actually make them with natural, real ingredients. So we need your help to reinvent the packaging of Cup a Soup to capture the attention of consumers and whet their appetite!


Use your creative talent to create craving for Cup a Soup! Blow us away with ideas for Cup a Soup that will surprise people and stimulate their appetite for it.

The following elements are to be taken into consideration for your project:

  1. Shelf stand out| make it pop out by making the package inspiring and attractive. This brand is also quite entertaining with their advertising – they are a cool brand, with lightheartedness and humor.
  2. Food appeal | Continental’s (the brand behind Cup a Soup) slogan is: Great Taste is in our Nature. Your job is to make that come across through the package design. Consumers should understand that Cup a Soup is a tasty soup, made with real, natural ingredients, just waiting for them.
  3. Different pack experience | think of design ideas for the current package – the general shape of the package cannot be changed, however minor/smart modifications may be made (cut-outs/add-ons). For example: add a finger holder to the existing package so that people can grab the package to work or a pocket for crackers/salt & pepper. You can also consider a new design for the two sachets inside the pack that would connect and enhance the package design – today they’re just white, dull packets.
  4. Sustainability | a special prize will be awarded to the best sustainability idea. Think of eco-friendly implementations as well as offering buyers something to do with the package after they've eaten the soup (second life for the box). For example: small cut-outs that can be pushed to convert the box into a stationary holder. Please suggest environmentally-friendly ideas or ideas on how to give the box a second life, or both.


Check the instant soup aisle yourself. Look at the options, their design, their display, and their neighboring products. What can you do to boost the food appeal and excitement level? How can you disrupt the instant soup shelf using smart and interesting changes? The end result should be a design that is disruptive and creative while creating craving for a hot, natural, delicious soup.



  • #1 獎金 € 3,000
  • #2 獎金 € 2,000
  • #3 獎金 € 1,500
  • #4 獎金 € 1,000
  • #5 獎金 Best Sustainability Idea (€ 500)


Presentation with illustration, 3 pages max (PDF)


We are looking for innovation and creativity. Bring ideas that would change the instant soup world forever – because people had never thought about it that way before!

Think about what we’re trying to say – great flavor and authentic taste from real ingredients. Convey this message in your design while dashing your creative skills to make the pack stand out and bring excitement. Think of a noticeable and appetizing pack.

Please keep in mind that we’re giving a separate award for sustainability ideas for the package. These can be environmentally-friendly creations and/or second life ideas for the box. The most original and clever idea for sustainability will win an award – and this can accumulate with any of the first 3 prizes.

Winners may have the opportunity to work with the Continental Cup a Soup team to materialize the packaging!




  • Only English please
  • You can change the package structure moderately - you can add/cut out but the dimensions must stay the same. Please refer to the technical drawing of the packaging to see which areas you cannot touch due to production constraints
  • You may change the material provided it remains affordable
  • You must use the Continental and Cup a Soup logo + hero mug
  • Visit the website to better understand the brand
  • You can also take a look at the current packaging and products
  • Please check out the current campaign as we are looking for ideas that would supplement it.


  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。