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CAMPBELL TO LAUNCH NEW SOUP CAMPAIGN: 'NEVER UNDERESTIMATE THE POWER OF SOUP'

 CAMDEN, N.J., Sept. 27 /PRNewswire/ -- Campbell Soup Company (NYSE: CPB) this week will launch its new, powerful advertising campaign titled, "Never Underestimate The Power of Soup," that will be one of the largest and most dramatic in the company's history.
 The new campaign will debut on the Country Music Awards on Wednesday evening, Sept. 29, on CBS as well as other national networks.
 Marty Thrasher, president-Campbell's U.S. Soup, said the goal of the new campaign is to help reinvent the way people think about soup and about Campbell's brand. He said the campaign will give consumers compelling reasons to reconsider soup by making it more relevant to today's lifestyles.
 "We've contemporized soup with this campaign. These ads -- and in future ads to come -- carry a fresh, bold look that we are confident will help grow per capita consumption."
 Thrasher noted that Campbell's world-famous "M'm! M'm! Good!" will continue to be central to the personality of Campbell's Soups. "While 'The Power of Soup' will be the main element of our communications, we will continue to use 'M'm! M'm! Good!' -- as well as the Campbell Kids -- where appropriate, including promotional elements, on-label and in other areas."
 In one of the first television ads, a red dress shrinks in size on a hanger as a voice explains that Campbell's has more than 30 soups that are 98 percent fat-free and have 90 calories or less per serving. A dramatic ending delivers the themeline, "Never Underestimate The Power of Soup."
 Campbell Vice President of Global Advertising Gary S. Moss explained the new campaign will be perhaps the largest in the company's history. "Beginning this week, and running through to spring, 'Power of Soup' ads will appear on television practically everyday. In addition, a very heavy print schedule will deliver recipe ideas using Campbell's Soup," said Moss. "Someone would have to be in hibernation not to see this campaign."
 The campaign was developed by BBDO-Worldwide in New York.
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 /NOTE TO EDITORS: Copies of the new commercials and still visuals are available from contact upon request./
 /CONTACT: Kevin G. Lowery, 609-342-8533, or Donnalyn Pompper, 609-342-8588, both of Campbell Soup/
 (CPB)


CO: Campbell Soup Company ST: New Jersey IN: FOD ADV SU:

CC -- PH021 -- 5981 09/27/93 14:02 EDT
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Publication:PR Newswire
Date:Sep 27, 1993
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