Campbell's Soup Labels to Feature Andy Warhol
Campbell's new line of cans will feature labels that will allow consumers to purchase an Andy Warhol for just 75 cents. The soup company is introducing 1.2 million cans at Target stores starting September 2 with the pop artist's paintings on the labels.
The company was not always willing to embrace Andy Warhol and his depiction of the soup can. When Campbell's initially came across Warhol's paintings, the company considered suing him. Around 1964, Campbell's realized the paintings were being revered by the public, so rather than demonize the artwork, the soup producer embraced it.
"I have since learned that you like Tomato Soup," William MacFarland, Campbell's marketing editor at the time, wrote in a letter to Andy Warhol. "I am taking the liberty of having a couple cases of our Tomato Soup delivered to you."
Campbell's even paid Warhol $2,000 later that year to do a painting of a Campbell's soup can for a gift to the retiring board chairman Oliver Willits.
New Heavyweight Wet Strength Label
Andy Warhol's iconic labels are not the only news in packaging. A new 60-pound heavyweight wet strength label has been introduced for large glass and plastic containers used in food, beverage and condiment applications.
The new product provides label graphics to be captured by manufactures while providing quality and durability.