Campbells soup cans get new design for first time in 50 years

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Someone might need to update Andy Warhol’s “Campbell’s Soup Cans” prints.

The labels on the iconic Campbell’s soup cans are getting their first redesign in five decades.

The famed red and white design will remain, but the Campbell’s logo is receiving a “modernized logo scripture.” As part of this change, Campbell’s is eliminating the shadow and slightly changing its font based on founder Joseph Campbell’s original signature.

“The refreshed label still evokes the same sense of comfort, goodness and Americana,” Campbell Soup Company said in a statement.

Other changes to the design include the word “soup” printed in a new font. Campbell’s fans can also spot more hidden elements, such as the Campbell’s “C” in the fleur de lis and a slanted “O” in the word soup — which pay tribute to the letters from the first label in 1898. Tomato, cream of chicken, cream of mushroom and chicken noodle will receive the redesigned labels, which are currently rolling out to store shelves.

“We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history,” said Linda Lee, chief marketing officer for meals and beverages, in a statement.

The company tweeted out, “New label, same M’m! M’m! Good!® taste you know and love… Look for our new design on shelves & online!​”

In celebration of a new label design, Campbell’s is dropping its first-ever non-fungible token (NFT) beginning Tuesday at 5:30 p.m. ET. Street-style artist and illustrator Sophia Chang was brought on to create a 100-piece series and an exclusive animated work to fight food insecurity with all proceeds benefitting Feeding America. The brand will also work with livestream shopping platform NTWRK and climate organization Aerial to offset the NFT’s carbon footprint.

Chang, who is from Queens, was selected due to her “storytelling approach to her art and passion to empower communities.” Her NFT is a tribute to the company’s continued evolution, as shown through its shifting designs over the years.

“Some of the most famous pop art ever created was inspired by the Campbell’s red and white can — the design is as much a staple of the grocery aisle as it is American culture,” said Chang in the release. “As a visual storyteller, I always am looking for new ways to express creativity. I wanted to hero the beloved label with keywords that connect to the brand for me, while including a photo-real element of the fresh label to celebrate the new design.”

The canned soup giant reported a 15 percent surge in quarterly net sales in June 2020, thanks to consumers stockpiling shelf-stable foods amid the pandemic. Customers snapped up Campbell’s items so fast last quarter that the company struggled to keep up with demand, according to Chief Executive Mark Clouse. But in March 2021, the company warned of slowing sales as the COVID-19 crisis wanes.

Campbell Soup this June cut its forecast for annual earnings after its quarterly results fell short of estimates, in part due to higher costs related to raw materials and transportation.

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