For the first time in 50 years, Campbell’s dares to change its image. And there must be a reason for this boldness. Despite the increase in consumption during last year’s confinement measures due to the pandemic, it seems that this year is not off to such a good start. And this is to be expected due to rising supply chain costs and inflation.
Therefore, strategies must change and capture new markets. “We’ve embarked on a journey to reimagine this iconic brand and appeal to new generations of consumers, who are cooking at home more than ever, while still honoring our rich history,” said Linda Lee, director of marketing, Food and Beverage, Campbell Soup Company.
The change has been conservative, considering that in 50 years Andy Warhol’s design has turned soup cans into a work of art. The cursive font of “Campbell’s”, which is based on the signature of the founder, Joseph Campbell, has been retained, but the silhouette has been removed and the typeface indicating the flavor of the soup in question has been modernized. We’ll also see new photography to reflect the ingredients in each Campbell’s product.
To tap into its legacy of inspiring artists, Campbell’s partnered with artist Sophia Chang, “whose multimedia artwork puts a twist on classic American art styles through her unique visual storytelling,” according to its press release.
Campbell’s dives into the world of digital art and launches its first non fungible token (NFT). “Campbell’s collection of 100 authenticated NFT artworks titled ‘AmeriCANa – SOPHIA CHANG X CAMPBELL’S’ was created by celebrated street style artist and illustrator, Sophia Chang, and will be available exclusively for purchase through the leader in downhill culture, NTWRK.”
“Some of the most famous pop art ever created was inspired by Campbell’s red and white can – the design is as much a staple of the grocery store aisle as it is American culture,” the artist said. “As a visual storyteller, I’m always looking for new ways to express creativity. I wanted to star the beloved label with keywords that connect with the brand for me, while including a cool photorealistic label element to celebrate the new design.
All proceeds from the sale of the NFTs will benefit Feeding America. In addition, as part of Campbell’s commitment to sustainability, the brand will work with NTWRK and Aerial to offset the NFT’s carbon footprint.
