Seinfeld's hilarious Soup Nazi created the notoriously delicious soup that New Yorkers willingly lined up and suffered abuse for, but for most of us in the real world, condensed soup in a can is the most common type of soup consumed. In fact, it's a $1 billion business in the U.S., and generates the bulk of profits for Campbell's. The problem for the company is trying to convince consumers to buy more soup, and today they are unveiling the results of a two-year biometric study into how to redesign their labels to become more appealing. Among the changes outlined in the graphic above are steam, removal of the spoon, an updated and modern white bowl, removing the brand to the bottom of the label, and putting the different varieties, color-coded, up top. Time will tell if the new label will help the company achieve the 2% annual increase it's looking for.
Wednesday, February 17, 2010
No Soup for You!
Seinfeld's hilarious Soup Nazi created the notoriously delicious soup that New Yorkers willingly lined up and suffered abuse for, but for most of us in the real world, condensed soup in a can is the most common type of soup consumed. In fact, it's a $1 billion business in the U.S., and generates the bulk of profits for Campbell's. The problem for the company is trying to convince consumers to buy more soup, and today they are unveiling the results of a two-year biometric study into how to redesign their labels to become more appealing. Among the changes outlined in the graphic above are steam, removal of the spoon, an updated and modern white bowl, removing the brand to the bottom of the label, and putting the different varieties, color-coded, up top. Time will tell if the new label will help the company achieve the 2% annual increase it's looking for.
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