CAMPBELL SOUP – SWANSON
A 320-BILLION-BOWL OPPORTUNITY
China serves 320 billion bowls of soup a year (USA serves 14 billion bowls)—China knows soup. So, when the Campbell Soup Company wanted to expand its global reach to include China, they found their Swanson packaging needed to reinforce “freshness of ingredients,” or stay home. We needed to reprioritize brand equities to create desirability in the local market.
ANTHEM’s package design connotes “authentic liquid nourishment” with a fresh ingredient focus that the market demands. The brand architecture established a relevance of brand offerings with a synergy of freshness. These inviting product offerings have enjoyed three successful years at retail in China.