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Campbell's Redesigns Iconic Soup Label

Company commissions NFT art collection to celebrate, benefit Feeding America
Campbell's Soup Can Redesign
Photograph courtesy of Campbell

What would Andy Warhol think of Non-Fungible Token (NFT) art? Odds are he’d dig Campbell’s first-ever ever collection of 100 Campbell’s authenticated NFT art pieces titled, AmeriCANa, created by celebrated street-style artist and illustrator Sophia Chang. Proceeds from the digital art collection exclusively available for purchase via NTWRK will benefit Feeding America.

An NFT is a unit of data stored on a digital ledger, or blockchain, that certifies a digital asset to be one-of-a-kind and not interchangeable. Campbell’s commissioned its NFT collection in celebration of the redesign of its iconic—and very real—Campbell’s soup cans.

Additionally, one exclusive and animated NFT art piece became available for auction on OpenSea earlier this week and will remain up for bid through Aug. 6 at 9 p.m. ET, with proceeds also benefiting Feeding America, a long-standing partner with Campbell in fighting food insecurity.

The refreshed label on Campbell’s physical soup cans “still evokes the same sense of comfort, goodness and Americana,” according to the company. “To build on its legacy of inspiring artists, Campbell’s partnered with Sophia Chang, whose multimedia artwork puts a twist on classic American art styles through her unique visual storytelling.”

A self-proclaimed Campbell’s kid, Chang has storytelling approach to her art that is woven in this case into an interpretation that pays homage to the nostalgia surrounding the famed soup can while creating space for a modern interpretation of the brand, the company added.

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

New Look, Same M’m! M’m! Good!

Maintaining its famed red and white color blocking, the redesigned Campbell’s label features several new elements to contemporize the brand while respecting its heritage—including a modernized logo script, which was based on founder Joseph Campbell’s original signature.

Campbell’s fans will be able to spot more hidden elements, including the Campbell’s ‘C’ in the fleur de lis and slanted ‘O’ in soup that pays tribute to the letters from the first red and white label in 1898.

“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,” says Linda Lee, chief marketing officer for meals and beverages at Campbell Soup Co. “The commissioning of our first-ever NFT art piece pays tribute to our place in art and pop culture, while celebrating in the most modern art medium to date. Sophia was a natural choice given her street art sensibility and her love of the Campbell’s brand and its connection to the art world.”

All proceeds from the sale of the NFTs will benefit Feeding America. Additionally, as part of Campbell’s sustainability commitment, the brand will work with NTWRK and Aerial to offset the carbon footprint of the NFT.

 

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