Campbell Warming Up Sales With Warhol Limited Edition Cans
Few food products are as immediately recognizable as the Campbell's soup can. The red and white can, introduced 115 years ago, has remained essentially the same, with very minor tweaks. According to the Campbell soup company, 25 million Americans enjoy their tomato soup each week; however, in recent years the Camden, NJ company has experienced decreasing sales.
In an attempt to re-energize their brand and attract a younger generation to the lunchtime classic, Campbell's is selling limited edition cans of soup with Andy Warhol inspired labels. Campbell's plans to sell 1.2 million special edition soup cans at Target for 75 cents each.
The Campbell Soup Company is celebrating the 50th anniversary of Andy Warhol's famous paintings 32 Campbell’s Soup Cans which were first exhibited in Los Angeles in 1962.
When asked why he painted the iconic soup cans, Warhol remarked "I used to have the same [Campbell’s soup] lunch every day for twenty years." Although Campbell's did not commission Warhol to paint the cans, it has long been associated with the paintings. In the company's headquarters in Camden, an original Warhol soup can painting is prominently displayed.
The limited edition soup labels will feature vibrant colors reminiscent of Warhol's original paintings. The labels will also feature quotes from the famous artist, such as "In the future everybody will be world famous for 15 minutes." The special edition cans were produced under license from The Andy Warhol Foundation whose mission is the advancement of the visual arts.
The limited edition Warhol soup cans will be sold on Sunday at most Target locations in the U.S. Campbell's has created a website to celebrate the release of the cans which will be live on August 31st.