| Title | CANS OF POSITIVITY |
| Brand | CAMPBELL'S SOUP SOUTHEAST ASIA |
| Product / Service | CAMPBELL'S SOUP |
| Category | D01. Foods |
| Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Advertising Agency | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Gigi Lee | Y&R | Executive Creative Director |
| Joshua Tay | Y&R | Creative Director |
| Su Yin Chong | Y&R | Copywriter |
| Emily Tan | Y&R | Art Director |
| Kasey Chew | Y&R | Art Director |
| How Wei Zhong | Y&R | Art Director |
| Joshua Tay | Y&R | Art Director |
| Gigi Lee | Y&R | Art Director |
| Emily Tan/Kasey Chew/How Wei Zhong | Y&R | Designer |
| Lai Wai Yeap/Elaine Poh/Hazel Ting | Y&R | Designer |
| Emily Tan/How Wei Zhong/Kasey Chew | Y&R | Illustrator |
| Emily Tan/Kasey Chew | Y&R | Typographer |
| How Wei Zhong | Y&R | Typographer |
| T L Tan | Y&R | Art Buyer |
| Wayne Low/Robert Aw | Y&R | Agency Producer |
| Wayne Low/Motion Rom | Film/Production | |
| Image Rom/Wayne Low | Photographer | |
| Stephane Vilquin | Campbell Soup Southeast Asia | Advertiser Supervisor |
| Nigel Menezes/Pravind Subramaniam/Caroline Bal/Lisa Hezila | Y&R | Account Supervisor |
We had to give people more reasons to drink Campbell’s and we wanted to do it in-store, where consumers can buy Campbell’s on the spot. So our work had to stand out in a marketplace filled with our competitors’ promotional messages.
Most people have a can of Campbell’s at home, but they rarely drank it. We needed to increase consumption frequency to more than 4 million a year.
To make people buy more Campbell’s, we turned to our can’s iconic design for inspiration. We turned our labels into a series of positive reasons to keep drinking Campbell’s, which also turned the supermarket shelves (where our cans were displayed) into our very own eye-catching advertising space.
During the campaign launch, these limited edition cans in 12 different designs quickly gained lots of interest. Many people wanted to collect all the designs, and this would triple the yearly consumption of the average consumer. Brand recognition and familiarity was strengthened with our existing consumers, and more people became new fans of Campbell’s.