The modernization of the Campbell brand continues with musical QR codes on cans

Campbell’s continues to modernize its iconic soup cans, which the company redesigned this summer for the first time in 50 years. The latest addition to the package is the QR Code, a mobile technology that is making a comeback as the pandemic’s contactless connection has made it a priority for many consumers.

The effort’s musical band seeks to answer what the brand calls an age-old question, “What’s good tonight?” The brand survey released by Dynata in September found that 73% of home cooks listen to music while preparing a meal and a third cites music as a source of inspiration in the kitchen. . QR code cans allow Campbell’s to connect with consumers who prepare and eat multiple meals at home, a behavior change brought about by an ongoing pandemic.

β€œThe way music alone can create an atmosphere is undeniable,” said Linda Lee, Campbell Soup Company Food and Beverage CMO, in the press release. “Collaborating with UMG and its artists to create music that inspires American home cooks is a unique opportunity for Campbell’s to inspire everyday table-eating issues.”

As part of the deal, artists such as Julia Michaels, Peach Tree Rascals, Jac Ross, and Mickey Guyton recorded classic songs that are released weekly and combined them with their favorite recipes. The songs β€” Michaels’ 1963 version of Doris Troy’s “Just One Look” and Fleetwood Mac’s 1987 Peach Tree Rascals version of “Everywhere” β€” allow the brand to mingle with contemporary artists, while still evoking nostalgia for classic songs.

This man finds new tactics that align with Campbell’s identity and efforts to modernize the brand while paying homage to the past. The recent redesign of the labels has embraced the same “convenience, friendliness, and American culture” as previous labels, but still maintains the overall vibe of the first soup labels of 1898.

Campbell’s also uses a more recent marketing tactic, launching a 100-piece NFT collection to celebrate the redesign. NFTs continue to be a way for brands to engage consumers with technology and behavior change while meeting the needs of building their brands. Bacardi last week associated an NFT with an effort focused on diversity in music, while Crockpot launched an NFT that celebrated 50 years of its products by reaching a new generation of home cooks.

Campbell’s is expanding the QR code with a contest where fans can enter a song to compete for $20,000. A Campbell-inspired sound system branding website gives the brand another digital touchpoint to interact with consumers around its brand and potentially collect additional original data that will continue to prioritize CPG brands.