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Endemic Branding.

Campbell’s Soup is one of America’s most famous and well-understood brands. It’s also known as one of the most economical meals in the country.  I’ve written a good deal about the Campbell’s Soup Company, especially so when they were moving into more healthy soups about 10 years ago.  Speaking of healthy, Campbell’s bought juice company Bolthouse Farms in 2012, which was a nice idea but not an endemic category. It didn’t work.  It was reported today, times are tough Campbell’s and losses are mounting. It is selling Bolthouse and considering selling the company.

Focus is what makes great brands. And Campbell’s is a soup company. A company that puts tasty, nutritious meals in cans. At low price points.  To get out of this hole the research and development people need to double down their efforts to recreate new soups.  New packages. New dayparts. New ingredients.

Pho. Stock. Bisque. Bouillon. Chowder. There are probably a hundred more types of soupy meals being served around the world today Campbell’s could consider. And another hundred they could invent. Bring David Chang in for a week. Or Katie Button.

Don’t think like Camden, NJ. Think like Asheville, NC. Mine your consumer care-abouts and brand good-ats. Peace.

 

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