However one concern may be whether the audience who know and recognise the Campbell's brand made famous by Andy Warhol will match with the profile of the average ambient consumer. Perhaps this 'icon' is so famous that it cuts through to everyone. I am sure the brand will have researched this well. One thing that has been proven and which could be used to its advantage, is that brands with character in this category can thrive. Pot Noodle has done this with distinction and the Campbell's brand comes with a strong character to set it on its way.
The proof of the pudding, as ever, will be in the eating. Campbell's new launch is likely to have a better chance of getting noticed. Trial may be trickier and will depend heavily on convincing on healthier and natural cues. If the dried product doesn't deliver better, tastier, healthier food, then I am not sure any amount of iconic packaging will work.
Kate Waddell, MD consumer brands, Dragon Rouge