Campbell Soup Label — American Icon — Gets Facelift
Campbell Soup Co. unveiled a new label for its line of condensed soups in what the company is calling the most sweeping change in the package's history. After being only slightly modified 14 times since 1895, the label — which had become an American icon popularized by pop artist Andy Warhol — has been adapted to the needs of today's busy consumers.
The Camden, NJ-based company says the change affects all 70 varieties in its condensed soup line. Most notable on the updated label is a photograph of a bowl of soup at the center. Also new are a colored banner to distinguish the soup category and a recipe on the back.
The redesigned label was unveiled in Pittsburgh where a symbolic replica of the last can of condensed tomato soup bearing the old label was inducted into the Andy Warhol Museum. Warhol, who died in 1987, made the Campbell cans famous with more than 100 portraits and paintings showing the red-and-white label.
It's the first change to the label since select varieties were given minor alterations in 1994 to mark the company's 125th anniversary.
"The design is much loved and very familiar to Americans, but we felt there was a wonderful opportunity to update it and refresh it," says Lisa Zakrajsek, vice president of the company's U.S. Soup division.
The outgoing soup labels will begin disappearing from supermarket shelves by mid-September.
The original red-and-white Campbell label — the colors of which were inspired by the Cornell University football team — made its debut in 1898, a year after the company began producing condensed soups in Camden. In 1900, Campbell added a graphic touting its Gold Medallion award for excellence, which it won that year at the Paris Exhibition.
On the new label, in addition to photos of the soup, the Campbell name is smaller, and the gold medallion that had been in the center of the can is slightly higher, situated just above the Campbell name. While still red-and-white, the label now has a slightly brighter shade of red.
The new label, designed by New York-based brand identity management firm Lippincott & Margulies, features the addition of five different colored banners to help distinguish soup categories of the 70 varieties. Varieties will be categorized as Classic, Fun Favorites, Special Selections, Great For Cooking, and 98% Fat Free.
Campbell admits it may be risky to alter its world-famous label. However, the company believes the new label will make it easier for consumers to pick out the variety they want on store shelves.
Cans bearing the new look on some varieties of soup are already appearing on supermarket shelves.
Campbell ranks sixth among U.S. food companies and controls 80% of the U.S. market for condensed soups. Campbell also sells food under its Prego, V-8 juices, Godiva chocolate, Pace and Pepperidge Farms brands.
Edited by Bill Noone