Thursday, October 09, 2014

ABC Wednesday: Mmmm Mmmm good

The M prompt for this week moved me to stop in the soup section of the supermarket where I was surprised at the array of logos and colors used on the Campbell's products. Based on past working experience with companies on new products I'm almost certain a series of marketing managers has come and gone, each one declaring that "The first thing we've got to do is change the packaging". How many times have I heard that? Happily they've left the original soups alone. I'm so mired in the past that I have to admit I was saddened when "Mmmm Mmmm Good" as their advertising tag line hit the dust.

All the newish stuff is quite different. The one product that stands out as typical of the au courant marketing strategy for everything (i.e. sell the experience of using the product and less the product itself) from houses and cars to soup and nuts is this one pictured below.  "Campbell's Go" ready-to-eat soup with the hipster face on the front in a kind of selfie pose, saying "Gimme some grain!"  Don't you think it would be funny if he was saying, "Mmmm Mmmmm Good!"

But no, times have changed - the model sports the demographic-appropriate ( millenials aged 18 - 34) two-day beard growth. Life is uncomplicated for this guy. No problemo! Right, it is no problem if you've got $2.99 to spend on soup for which it seems the millenials have even though they're under-employed. They're the dine-out ready-to-eat generation and willing to spend for quality. And convenience. You microwave this soup in the pouch - and pour into a bowl to eat. Heating on the stove is a secondary instruction which conveys the idea that the soup was formulated specially for microwaving. I like the fingerprint on the sides showing where you grab it once it's hot.

Canned soup sales are steadily declining and Campbell's has to do something. It will be interesting to see how these products fare.

Swing by  ABC Wednesday  for mesmerizing vignettes, stories, photos and poems featuring the letter "M".

P.S. Even if you love this packaging when you look at the art or the slick photos taken for advertising, you'd probably change your mind when you see it in the marketplace. From the top shelf looking down at you, the faces are distorted by lighting and crinkling and look almost menacing. And the price at our Albertson's is $3.99. That's a lot of dough for soup. In my opinion.


  1. I'm rather fond of Cambells tomato soup with home made garlic croutons and a sprinkling of Parmesan cheese......delicious!
    As for MARKETING I find the old label best, it does what it says on the can, tried and tested so that suits me! I guess they're trying to appeal to a younger market.
    Interesting writing,

    Best Wishes,

    Abcw team

  2. I grew up on Campbell's Cream of Mushroom. The store brand just wasn't as good.


  3. Good old creamy tomato is still my pick.