Comparison and Contrast

The Campbell’s Soup can is a staple in households all across the United States.  Made even more iconic by Andy Warhol beginning in 1962, the Campbell’s soup can’s half red, half white design with a golden seal is recognizable by millions worldwide.  It is a simple design yet uniquely distinct, a fact that is proven as the can below remains obviously Campbell's despite Warhol's alteration of its color. 

Image from http://hypebeast.com/2007/10/andy-warhol-foundation-x-bond-no-9-andy-warhol-silver-factory/

Recently, however, Campbell’s soup has decided to change their label in a subtle yet definite way. 

http://www.campbellsoup.com/condensed_soups_new_look.aspx

According to the website, the new can is a “fresher, more contemporary take on Campbell’s classic red and white design.”  The biggest difference is it features a curved line instead of a parallel one spitting the top red half and the bottom white. 

The cans are the unchanged in most ways. Both the old and new have red tops and white bottoms meaning the colors have remained true to the original, the font used for the Campbell’s name hasn’t been altered, the shape is not different.  Both the old line and the new one display the same amount of unity through repetition of elements in all their flavor labels.  In the past few years, the company has tried many different variations of cans with and without pictures so this changing element is not new.  One of the most distinct elements that has always remained the same, however, is the straight line splitting the red and white of the can, but this is no longer the case.  This change is not dramatic, but it still different from what Campbell’s customers have come to expect to see.

Image from http://www.facebook.com/campbellscondensedsoup

So then why change it? 

Apparently a new marketing campaign is in the works to promote a new system of organizing and making the cans easier to find through the color coding of 4 distinct categories of soups: Classic Favorites, Healthy and Delicious, Taste Sensations, and Healthy Kids.  The new look is likely meant to highlight the company's new commitment and outlook on the importance of making shopping easier and making buying soup an overall better experience... but will this “new look” truly be effective in doing all the company desires for it to do?  I guess only time will tell.