The Campbell Soup Company wants to make sure Generation Y thinks Campbell’s is Umm, Umm, Good. To thrive into the future, the 140-year-old company needs to be relevant to an audience of 80+ million consumers in their mid-twenties and mid-thirties.
CPG (Consumer Package Companies) are some of the best at adapting to new audiences and markets. They understand that at their core they are “marketing” companies. Proof of their habits came when Campbell’s took to the streets of famously, stereotypical “hipster” markets of Austin, Portland and San Francisco to do ethnographic research at food trucks, restaurants and in the home kitchens of the desired age group.
The result was new product varieties and packaging designed to attract a “hipster” crowd—the trendsetting psychographic in their twenties and early thirties.
Campbell’s is introducing, Coconut Curry, Creamy Chipotle, Moroccan Style Chicken and Creamy Red Pepper with Smoked Gouda soups to appeal to Gen Y. They’re also introducing Campbell’s sauces and soups in portable, flexible pouches. And to leave no doubt that the new products are for Generation Y Hipsters, the packaging includes black and white images of “Hipster” faces with lots of what looks to be hand-drawn notes and scribbles promising the buyer a delicious meal. I’m not sure this “hit them over the head” approach will appeal to true Hipsters, but it may appeal to the long-tail wanna-be’s across the country, which should prove profitable to Campell’s.
Source: New Jersey Star Ledger