{"id":17039,"date":"2014-01-07T09:01:55","date_gmt":"2014-01-07T13:01:55","guid":{"rendered":"http:\/\/devwp.davison.com\/blog\/?p=17039"},"modified":"2025-12-15T10:19:26","modified_gmt":"2025-12-15T15:19:26","slug":"mm-mm-good-packaging-design","status":"publish","type":"post","link":"https:\/\/www.davison.com\/blog\/mm-mm-good-packaging-design\/","title":{"rendered":"\u2018M\u2019m! M\u2019m! Good!\u2019 Packaging Design"},"content":{"rendered":"

From the traditional can, to the microwaveable cup, to the pouch of soup, Campbell\u2019s continues to set the bar in the world of packaging design.<\/p>\n

Let\u2019s take a look at how this brand has transformed its packaging from a traditional can, to a one-cup serving, to a soup pouch, all the while reinventing the rules of the soup game.<\/p>\n

Campbell\u2019s was founded in 1869; but, it wasn\u2019t until 1895 that the first can of ready-to-eat soup was introduced to the world. Two years later, in 1897, the first can of condensed soup was introduced to the public.<\/p>\n

\"\"In this day and age, we can recognize the Campbell\u2019s soup can from a mile away, because of the red and white label. But, it wasn\u2019t until 1898, after an executive at the company attended an annual Cornell vs. Penn football game and became intrigued by the red and white uniforms of Cornell. So, he went back to Campbell\u2019s and convinced them to use these brilliant colors on their soup labels. Did you ever wonder what the significance of the gold medallion is on each label? That gold medallion signifies the award for excellence that Campbell\u2019s won at the Paris Exposition in 1900.<\/p>\n

As time went on, the original label was updated again in 1999 for Campbell\u2019s three top-selling soups- Chicken Noodle, Tomato and Cream of Mushroom. The packaging design was updated by moving the signature gold medallion to a more prominent position on the can. Additionally, the red on the colored band was intensified and photos of the soup were added.\u00a0 Other varieties of condensed soup also received the graphic adjustments as well.<\/p>\n

\"\"<\/p>\n

In 1998, Campbell\u2019s created the microwavable cup and in 2002 the convenient on-the-go \u201cSoup at Hand\u201d was introduced to their product packaging repertoire.<\/p>\n

\"\"<\/p>\n

In 2012, Campbell\u2019s released their limited-edition Warhol-inspired cans at Target. Andy Warhol, a very famous pop artist, painted his first Campbell\u2019s soup cans in 1962.<\/p>\n

\"\"<\/p>\n

Also, in 2012, soup sales began to decrease; so, in order to find a solution to this problem, executives from Campbell\u2019s hit the pavement to find what makes consumers, particularly young people, tick. And, through their travels, they came to the conclusion that cuisines that were once considered to be exotic, like Brazilian, Indian and Thai, were the norm and that younger consumers who dined out more often weren\u2019t as skilled at making ethnic home-cooked meals. The solution was the innovative pouch of soup, otherwise known as \u201cCampbell\u2019s Go Soup\u201d that comes in flavors like Coconut Curry, Golden Lentil and Creamy Red Pepper.<\/p>\n

\"\"<\/p>\n

The company needed to revamp their brand after it was losing market share to private label brands and small competitors in 2013. In order to make the brand \u201ccool\u201d again, CEO Denise Morrison spent millions upon millions of dollars reinventing the company\u2019s packaging and marketing, which included their to-go soup cups that were designed for the Keurig coffeemaker.<\/p>\n

Although the packaging design continues to change, in order to keep up with the consumer\u2019s needs and demands, Campbell\u2019s has continued to grow their brand and their products to meet those needs. With 2014 underway, consumers will have to wait and see what Campbell\u2019s will come up with next.<\/p>\n

Copyright Davison 2014<\/em><\/p>\n

Sources:<\/strong><\/p>\n

http:\/\/www.reuters.com\/article\/2013\/10\/30\/us-campbell-turnaround-idUSBRE99T16820131030<\/p>\n

http:\/\/www.forbes.com\/pictures\/lmj45ljli\/campbells-switches-to-the-red-and-white-label\/<\/a><\/p>\n

http:\/\/www.huffingtonpost.com\/2012\/09\/07\/campbell-soup-reinvents_n_1864170.html<\/p>\n

Images:<\/strong><\/p>\n

http:\/\/i2.cdn.turner.com\/cnn\/dam\/assets\/120904010330-campbell-soup-can-warhol-image-horizontal-gallery.jpg<\/p>\n

http:\/\/cdn.phillymag.com\/wp-content\/uploads\/2012\/09\/campbells.jpeg<\/p>\n

http:\/\/di3-1.shoppingshadow.com\/pi\/i.ebayimg.com\/00\/$T2eC16N,!)kE9s4Z-v!WBQrD4Ndjeg~~_32-260×260-0-0.JPG<\/p>\n

http:\/\/shelleygeorge.files.wordpress.com\/2010\/05\/campbell-soup.jpg<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

From the traditional can, to the microwaveable cup, to the pouch of soup, Campbell\u2019s continues to set the bar in the world of packaging design. Let\u2019s take a look at how this brand has transformed its packaging from a traditional can, to a one-cup serving, to a soup pouch, all the while reinventing the rules …<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29],"tags":[1532,1533,79,80,30],"class_list":["post-17039","post","type-post","status-publish","format-standard","hentry","category-package-design-2","tag-andy-warhol","tag-campbells-soup-can","tag-package-design","tag-packaging","tag-packaging-design"],"acf":[],"yoast_head":"\n\u2018M\u2019m! M\u2019m! Good!\u2019 Packaging Design - Davison<\/title>\n<meta name=\"description\" content=\"Davison confidentially works with people to develop their new product ideas. 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