Client: Campbell's
The Ask: Despite being one of the most recognizable brands in the world, Campbell’s is struggling to shake off the “old-school” feel. Their market share is falling as people increasingly prefer new, younger brands.
Insight: A lot of millennials grew up on Campbell’s soup. They remember the taste and associate it with the comfort of their home. However, the variety of hipper, younger brands makes them disregard Campbell’s as a viable meal option.
Idea: We wanted millennials to recognize Campbell’s as a classic brand that is having a major comeback and consider getting creative with not just the can, but what’s inside too.
The Ask: Despite being one of the most recognizable brands in the world, Campbell’s is struggling to shake off the “old-school” feel. Their market share is falling as people increasingly prefer new, younger brands.
Insight: A lot of millennials grew up on Campbell’s soup. They remember the taste and associate it with the comfort of their home. However, the variety of hipper, younger brands makes them disregard Campbell’s as a viable meal option.
Idea: We wanted millennials to recognize Campbell’s as a classic brand that is having a major comeback and consider getting creative with not just the can, but what’s inside too.
Classic Campbell’s Print Campaign
To relaunch the Campbell’s brand, we partnered with the most influential modern artists to create a series of posters that redefined the iconic can.
Strategic Execution Placements
Paint your Can(vas) Experiential
User Experience Process
They are given the Campbell’s Soup Label “Create Your Own Can,” instructions. Once complete it’s cut out and wrapped around a can. The cans are then stacked to form a 5 foot wall. |
We let everyone take part in redefining the Campbell’s brand by creating their own can design. The experience would take place at the Whitney Museum as part of Andy Warhol’s exhibition. The best work would be featured as part of the installation. For every can created Campbell’s donates a $1 back to an artist in the ArtStart program.
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Digital (Can)vas:
As people shared their can art on social media with #classicnotathrowback, we collected the data to create a collage that collected all of the can variations in one digital piece.
Classic, with a twist (Social Media)
Have customers/people on social media
write in their own creative fun recipes to Campbell’s on social media networks while sharing with people internationally. Trying new ways to make chicken soup in different cultures.
User submitted content will be aggregated and put on Campbell’s social media channels as well as the influencer’s channels to share the recipes worldwide
write in their own creative fun recipes to Campbell’s on social media networks while sharing with people internationally. Trying new ways to make chicken soup in different cultures.
User submitted content will be aggregated and put on Campbell’s social media channels as well as the influencer’s channels to share the recipes worldwide
Campbell’s partners up with famous chefs along with influencers to create their own versions of the soups to create their own masterpieces in short video post/tutorials in Youtube, Instagram TV, Instagram live.