Campbell Soup Co. used “biometrics,” ethnographic interviews and other “cutting-edge research methods” to come up with alterations to its soup labels. More...



Campbell Soup Co. used “biometrics,” ethnographic interviews and other “cutting-edge research methods” to come up with alterations to its soup labels. The new labels, which will be rolled out throughout 2010, retain the familiar red-and-white color scheme and other graphic elements, but change others, most notably the product photos. The spoon that accompanied the bowl on most Campbell’s labels is gone, and steam lines now rise from the bowl. The label also touts lower sodium content for many of Campbell’s sopus, part of a widespread reformulation. Campbell plans to use the new labels on all varieties of its condensed soup except Chicken Noodle, Cream of Mushroom and Tomato.