Summary

Footage Information

CONUS Archive
168283
New - Campbell's - Label
Camden, NJ
Pkg
8/26/1999
46:16
1:44
Camden, New Jersey William Lunderman, Global Design (:24) Eugene Miller, Warmdaddy's (1:37) Greg Coy, Reporting }
montage of commercials, new label unveiling, man sot, new label, old label, man sot, commercial, Warhol and label, commercial, woman sot, man sot, woman sot, different countries' labels, soup cans, man sot, chicken frying, man cooking, stirring soup, man sot
After over a century as a cultural icon, the Campbell's Soup label is undergoing some changes.
LEAD: FOR OVER A HUNDRED YEARS, THE CAMPBELL'S SOUP LABEL HAS GONE FROM BEING JUST ANOTHER CAN LABEL INTO A CULTURAL ICON. THURSDAY, THE COMPANY REVEALED THE LABEL'S NEW LOOK IN AN ATTEMPT TO IMPROVE THE OLD STANDARD TO APPEASE SHOPPERS AT HOME AND ABROAD. GREG COY HAS THE STORY. SCRIPT: MANY OF US GREW UP WATCHING THE COMMERCIALS, LOOKING FOR THE LABEL ON STORE SHELVES AND EATING THE SOUP AT HOME. (NAT SOUND) A BIT OF NOSTALGIA HAS GONE BY THE WAYSIDE. THE SIMPLE RED AND WHITE LABEL OF CAMPBELL'S SOUP HAS CHANGED. (SOT) THE NEW LABEL SHOWS WHAT THE PRODUCT CAN LOOK LIKE AND HOW IT CAN BE USED. THE OLD LABEL LEFT A LOT TO THE IMAGINATION. (SOT) (SOT) THE OLD LABEL BECAME AN ADVERTISING ICON. EVEN THE LATE ANDY WARHOL THOUGHT IT WAS AN ART FORM. ITS DEPARTURE IS BOTH WELCOMED AND LAMENTED BY CONSUMERS. (SOT) (SOT) (SOT) THE COMPANY NEEDED A NEW LOOK FOR THE NEW GLOBAL MARKETS. HERE IN THE UNITED STATES, CAMPBELL'S SOUPS IS THE FOURTH MOST COMMON COOKING INGREDIENT. (SOT) BUT MANY OF THE FAITHFUL SOUP LOVERS, LIKE EXECUTIVE CHIEF EUGENE MILLER, HOPE THE QUALITY OF THE PRODUCT REMAINS THE SAME. EATING CAMPBELL'S SOUP AS A BOY SPARKED HIS CULINARY APPETITE. (SOT) LATELATE FEED-DATE: 99AUG27 LATELATE
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