Product / ServiceCAMPBELL'S SOUP
CategoryD01. Foods
EntrantY&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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.