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...

Kraft Cuts Mac-and-Cheese Dyes, Putting It On Trend with 'Natural' in CPGs

Posted by Dale Buss on November 6, 2013 05:42 PM

Kraft's Macaroni & Cheese long ago was identified by critics as a paragon of junk food wrapped in the guise of a comfort food. Sure, it was the favorite, filling and inexpensive lunch of many Americans—but it was rife with fat, sodium and artificial dyes.

Well, now Kraft can feel a bit better about its iconic mac-and-cheese offerings for at least a couple of reasons, one of its own doing and the other an outside endorsement. And considering both of them, Kraft now is sitting closer to the edge of a new dynamic in the CPG business in which brands let "natural" products speak for themselves.

Turns out that Kraft Mac & Cheese, apple slices and Nestle bottled water, a combination offered by Arby's, was deemed the healthiest lunch for kids by researchers in an update of a Yale study of childhood obesity. There's some confusion, MarketingDaily said, about whether such a combination actually is offered at any Arby's. But in any event, Mac & Cheese came out looking pretty good. (The worst combination meal, meanwhile, was a McDouble with french fries and Hi-C Orange Lavaburst from McDonald's.)Continue reading...

sip on this

Morrison Keeps Campbell Soup Bubbling with New Product Barrage

Posted by Dale Buss on July 25, 2013 05:16 PM

Now that it seems to have "saved" soup, Campbell Soup is pivoting even more aggressively away from its steamy traditional business mainstay and toward new product lines and new demographics that spell out its future.

Campbell plans to launch more than 200 products in the coming months as it adjusts for what CEO Denise Morrison said this week are "seismic shifts" in the food marketplace, according to Advertising Age.

"Even as we continue to honor our roots and heritage at Campbell," Morrison said, "we must also connect with new generations and different populations in our country and around the world," which she described now as a "digitally connected global culture of food" composed of Hispanics, Millennials and emerging-market customers who prefer bolder flavors and sophisticated cuisines.Continue reading...

brand news

In The News: AMEX, Walmart and Bluebird, T-Mobile and more

Posted by Alicia Ciccone on March 26, 2013 06:16 PM

In the News

American ExpressWalmart co-branded Bluebird debit card gets FDIC insured.

T-Mobile finally gets the iPhone.

Abercrombie & Fitch set to open their first Middle Eastern store in Dubai next year. 

Bankrupt Atari plans to auction off gaming empire in May.

Victoria Beckham launches self-branded e-commerce site.

BMW named best overall luxury brand by Kelly Blue Book. 

Danone latest brand to partner with couponing app Shopitize.

GM introduces new Buick LaCrosse in effort to appeal to younger drivers.Continue reading...

brand news

In the News: Best Retail Brands, Coca-Cola, Starbucks and more

Posted by Shirley Brady on March 19, 2013 09:07 AM

In the News

Interbrand announces the 2013 Best Retail Brands report.

Coca-Cola honored with first Clio brand icon award.

Starbucks names new global CMO in former Sephora marketer Sharon Rothstein, as McDonald's passes Starbucks as most social brand.

Apple rumored to pull out the stops for the next iPhone to take on Samsung, which has replaced Nokia as top smartphone brand in China and confirmed it's developing a smartwatch to take on Apple's rumored wearable computer.

BlackBerry prepares to bring million-selling Z10 smartphone to U.S. on Friday with 100,000 apps.

Burger King hopes folks gobble up new turkey burger.

Carl's Jr. and Hardee's introduce Jim Beam bourbon burger.

Clorox introduces smart tube technology to packaging design.Continue reading...

brand strategy

Campbell Soup CEO Stirs the Pot, Ladles Out Change

Posted by Dale Buss on October 5, 2012 01:12 PM

When companies age, they turn to innovation as the way to get their corporate blood pumping again. That's clearly the case with the Campbell Soup company, which has come out with a variety of new soup products, broadened its product lineup under the V8 brand, and taken other innovative steps since Denise Morrison became CEO about a year ago. But it's still been a rough ride as she seeks to turnaround the company's financial results — she's closing two factories due to "excess capacity" and laying off 700 workers in an attempt to "improve supply chain productivity."

Morrison told a group this week that there's been a definite method to her approach, including using "disciplined creativity" based on studying the successes of other innovative firms, and a team-based product-development philosophy that she learned in part from firms in Silicon Valley.Continue reading...

brand news

In the News: JPMorgan, Ikea, Nokia and more

Posted by Dale Buss on August 10, 2012 09:03 AM

In the News

Coursera roars into BRIC countries with online classes.

ESPN introduces campaign that focuses on value of Monday Night Football.

Facebook HQ gets a Main Street.

Goldman Sachs escapes U.S. charges in mortgage crisis.

Ikea values its brand at $11 billion.

JCPenney reports loss, raising more questions about strategy.

JPMorgan Chase outlines damages from "London Whale" trading blunder.Continue reading...

brand news

In the News: AIG, BK, Chick-fil-A and more

Posted by Dale Buss on August 2, 2012 09:00 AM

In the News

AIG pushes plan for independence from U.S. government.

Burger King says that menu and marketing changes have boosted bottom lilne.

Campbell Soup creates limited edition to help food bank.

Chick-fil-A supporters (and Wendy'sshow up for "Appreciation Day."

Christina Aguillera lends her voice to a good cause.

Costco experiences strong U.S. sales.

Crocs celebrates milestone a little too exuberantly.

DirecTV sees U.S. subscribers decline for first time.Continue reading...

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