Sunday, January 25, 2009

When Co-Branding Doesn't Work


Campbell's -- soup is good food Campbell's -- the king of canned soup -- the soul of oven-baked chicken -- the sine qua non of excuses to eat Ritz crackers has made a terrible blunder.

In an effort to communicate "vegetable goodness (I am guessing here) they have combined with

V-8 to create soups where V-8 gets the lead and Campbell's is the follow-on. This is definitely not progress-o-ive.

I will be monkey's uncle if these soups succeed. V-8 is the drink whose brand is based on apology for what it is (or isn't)...as in I am really sorry you put V-8 on your soup, Campbell's.

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