Campbell's Cans of Positivity

Remember Campbell’s? The brand of condensed soups was starting to get lost on the shelves and lose the connection it had with its target market. Campbell Soup Company turned to Y&R Kuala Lumpur to get people drinking their wholesome soups again.

“No matter the time or place, everybody needs some positivity in their everyday lives. So we took our can’s iconic design, and turned them into messages of hope. Every poster, postcard, print ad, bus shelter, and packaging idea featured positive reasons to keep drinking Campbell’s, but maintained the visual identity and familiarity of the brand. The campaign was launched on carefully selected touch points, making sure the right message reaches the right people.”

Instead of just being a brand name, Campbell is the star of each one of its soups. Underneath the Campbell’s logo is a verb, giving the company a direct action that can affect the consumers. “Campbell’s mends broken hearts,” “heals bruised egos,” and “brightens rainy days.” Every soup variety has its own unique and slightly retro image, giving consumers a different experience for each one while also recognizing the history of the brand.

“As the campaign is still in its early stages, sales results are currently being tabulated. However, the campaign gained much interest, with many people expressing love and giving positive feedback during the launch. Brand recognition and familiarity was strengthened with our existing consumers, and more people became new fans of Campbell’s.”

Designed by: Y&R Kuala Lumpur

Client: Campbell Soup Company

Country: Malaysia