Breaking Down the Subtle Changes of Campbell's Soup Can Redesign | WSJ

Campbell’s redesigned its iconic soup can for the first time in 50 years. The refresh was part of the company’s strategy to revitalize its namesake product after years of declining sales. That strategy has paid off: soup sales have increased and Campbell’s stock rose 31% in 2022.

WSJ breaks down the subtle changes of the company’s rebrand.

Photo illustration: Ryan Trefes

0:00 For the first time in 50 years, Campbell’s redesigns its soup can
0:27 What’s different about the Campbell’s can design?
3:02 The history behind Campbell’s soup can
3:42 How the new strategy revamps the company’s priorities
4:55 What’s next for Campbell’s?

Rebrand
When companies rebrand, they often change their logo — a visual representation of a company’s shift in strategy. But how effective is it? In each Rebrand episode, we interview a logo expert, a business expert and mainstream consumers to decode exactly what an updated logo is meant to say and why.

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