JOHANNESBURG: The Knorr campaign, advertising the single sachet Cup-A-Soup by emitting steam at certain times surely drew the attention of motorist and it even featured in the Andy Rice’s Ad Feature Facebook group with numerous people commenting on the product.
The steam emitting billboards also caused some concern as one motorist phoned the fire department to report the “burning billboard”.
 “We’ve had reports of motorists phoning the fire brigade to report billboards on fire. We’ve quickly doused that idea! And needless to say, we’ll be sending the firemen some Cup-A-Soup for their troubles!” said spokesperson for Knorr, Ethne Whitley.
Whitley says the steaming billboards are the perfect solution to winter woes. "While brainstorming the marketing of the new flavours and single serving sachets together with Kinetic, the steaming billboards idea took off."
In Andy Rice’s Ad Feature Facebook group opposite opinions were expressed by commentators. An extract of some of the comments are:
“I first saw this last Saturday morning on N1 and had a real 'wow' moment, wondered how this actually works. Well done to the creative minds behind this.”
“dont like this at all, agree about the pollution comment - would be interested to know exactly what they are pumping out there and how much of an energy drain it is.”
“The first time I saw it outside Greenstone; I thought the billboard was on fire”
“I wonder if Khomotso, Khethiwe, Rico and a few others have ever seen a good ad before. This is without doubt the most off putting horrible ad I have seen in a long time”
“If everyone is noticing it and talking about it, then it works”
“I like it!”
“Nice idea but could have been better executed”
If it was noticed it worked. Certainly a candidate for the OHMSA Awards!
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Streaming Knorr Cup-A-Soup displays amuse South African audience 
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