brand roadmaps

Pressed for Growth, Campbell Wants to Be 'More Than Just Soup'

Posted by Dale Buss on December 18, 2014 02:05 PM

Campbell's Soup Mmm Mmm Good hashtag

Campbell's Soup has come a long way from the simple days when its iconic slogan "M'm M'm Good!" meant that sales were as healthy as a steaming bowl of tomato soup. Today's internal catchphrase for the company is "Real Food That Matters for Life's Moments." And therein lies a new tale.

Under CEO Denise Morrison, who is now entering her fourth year, Campbell has tried mightily to resurrect sales of its staple product: Mainstream soups. The company has tried taking salt out and then putting it back in. It has tried riotous new flavors and uncommon packaging to attract millennials who haven't grown up on soup. It has called the stuff "Go Soup!" and come up with recipe apps for soup. Campbell also has tried various pricing and other promotional gambits.

But even the occasional wins in the soup category have turned out to be chimeras. For example, for the quarter that ended Nov. 2, Campbell's U.S. soup sales were up by 6 percent—just the second time that has happened in 15 months. But the gain was a false one, BuzzFeed reported, in that it occurred mainly because big retailers including Walmart made holiday orders earlier than usual.Continue reading...

brand strategy

Still Struggling, Campbell's Hopes to Generate Buzz with 200 New Products

Posted by Dale Buss on July 22, 2014 04:12 PM

Campbell Soup already has tried just about everything in its efforts to jump-start growth in the last few years under CEO Denise Morrison. And now the packaged-goods giant says it's going to try more of just about everything in a bid to finally get over the stagnation hump—and supercharge revenues by 20 percent to become a $10 billion company within the next five years.

Morrison plans to reach that goal with a flurry of new products, greater leveraging of Campbell's recent acquisitions and the likelihood of more acquisitions ahead to counter the slow-growth "new normal" in the US packaged-goods industry and to pick up the company's uneven recent efforts to spur new organic growth.

She and other Campbell executives told an investor conference this week that, among other things, they plan a blitz of more than 200 new products in 2015 that will include protein bars and shakes to capitalize on the protein trend, the first organic varieties of Campbell Soup including flavors such as chicken tortilla and garden vegetable, and a new range of V8 flavors that seek to seize on the juicing trend with varieties such as Purple Power, a veggie blend with beets.Continue reading...

brand challenges

Campbell's Soup Can't Seem to Find Slurp-Happy Consumers

Posted by Dale Buss on May 21, 2014 06:17 PM

Campbell's has tried just about every which way to get Americans to eat more soup over the last three years under new CEO Denise Morrison: Aim at Millennials and Latin Americans; cut salt; add taste; try new shelf-stable packaging; hold prices steady; cut prices.

The bottom line is that none of it seems to be working all that well. The Campbell Soup Company reported that sales of its soups in channels measured by SymphonyIRI declined by more than 1 percent in the 52 weeks ended April 27 while the category as a whole declined by 0.6 percent. So not only is Campbell's seeing declining US consumption of soup but it also is losing share of that lower intake.

Morrison professed on a conference call to have a handle on the situation, but she also lowered Campbell’s sales expectations for the coming months.

“I can assure you that we are examining the same questions that you [analysts] are, and we are formulating the most effective responses,” she said.Continue reading...

digital moves

Campbell's Tests Digital Fitness Kit to Keep Employees Tuned In to Trends

Posted by Sheila Shayon on July 9, 2013 06:12 PM

“Digital fitness is about both a lifestyle choice and an everyday commitment,” commented Adam Kmiec, global head of digital and social for the Campbell Soup Company, to Digiday. That's why he’s leading the venerable 144-year-old Campbell's brand to be as digitally 'fit' as possible with the launch of a “Digital Fitness Accelerator Kit.” 

Think of it as digital internal brand engagement, and a bootcamp for employees to get with the social web, mobile and other platforms that will help them better understand where their customers—and business—are going.

The kit, which is being tested among a group of Cambell's employees, includes devices like Roku, Jawbone Up, FitBit Flex, Nike Fuel Band or Lark, recommended apps (paid and free) with a $10 iTunes card for downloads, and a suggested reading list including digital marketing tomes Mitch Joel's Six Pixels of Separation and Stephen Baker's The Numerati.

“These items are shaping the ways people connect with each other and manage their lives,” Kmiec told Digiday. “Each item in the kit was carefully selected—it had to be relevant, actionable and tied directly to consumer and business trends we believe are important.”Continue reading...

corporate citizenship

AT&T Takes Top Billing on Best Corporate Citizens List

Posted by Sheila Shayon on April 12, 2013 04:34 PM

AT&T has landed at top spot on CR Magazine's 14th annual 100 Best Corporate Citizens List, beating out other top Russell 1000 large-capitalization companies on merits including human rights and corporate governance.

Rounding out the top 10 on the new list: Mattel, Bristol-Myers Squibb, Eaton Corp, Intel, Gap, Hasbro, Merck & Co., Campbell Soup Co. and Coca-Cola. 

The ranking crunches 298 data points of disclosure and performance measures across seven categories: environment, climate change, employee relations, human rights, governance, finance and philanthropy. 

Notably, 26 companies on the 2013 list were not on the 2012 list, while 11 companies have appeared on the list every year since 2007. For those that were bestowed the honor, many were quick to highlight the significance of employee participation to the success of the company's initiatives.Continue reading...

brand roadmaps

New Campbell CEO: Chicken Soup for the Soul of the Brand

Posted by Dale Buss on February 24, 2012 04:32 PM

When it comes to product strategy, Campbell Soup has gone through more twists and turns over the last several years than one of the noodles in its classic Chicken Noodle Soup.

The world's leading maker of soup has come up with heartier flavors and lighter flavors, chunkier textures, new ingredients, heart-healthy blends — you name it. The company also has infamously tacked back and forth about sodium reduction in its soups, firset embracing the idea as a major new platform and then, recently, trimming back its salt-cutting ambitions in the interests of taste.

Once again, Campbell is stirring the pot, this time under new CEO Denise Morrison, who presented her strategy to analysts in New York this week that the Campbell Soup Company has a few things cooking to jump-start growth.

Her new approach "requires moving from a high dependence on line extensions to more disruptive innovation, new and differentiated products, packaging and category segments that create new pathways for growth."Continue reading...

celebrity brandmatch

Tim Allen: Extolling Soup to Car Nuts

Posted by Dale Buss on September 7, 2010 12:00 PM

Tim Allen is the new voice of Campbell's Soup — and of Chevrolet, which is something of a coup (not coupe) for GM.

Following on the heels of Robert Downey Jr.'s deal to become the new voice of Nissan, Allen's sonic branding of Chevrolet is a natural fit for the veteran actor and comedian.

Beginning with advertising voiceover work for the launch of the new Chevy Cruze small car this fall, the likeable, recognizable Allen is a bona fide automotive enthusiast, which attracted the new stewards of the Chevy brand to tap him for a vocal marketing campaign worthy of some of their hot new vehicles.Continue reading...

Campbell's Soup Shirks Canned Cool for Wholesome Warmth

Posted by Shirley Brady on September 7, 2010 10:30 AM

Campbell Soup Company today launched "It's Amazing What Soup Can Do," its first-ever umbrella advertising campaign to support its U.S. soup brands. The first spot, "Happier Place" (above), highlights all Campbell's branded soups and is one of 15 television ads planned. The scale of the $100 million-plus integrated campaign, which includes TV, print, radio, online, social media, along with in-store activation and sales promotion, is "significantly larger" than any previous Campbell campaign.Continue reading...

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