Subject Index
 

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue. But a change in strategy, tone and targeting by way of a $100 ...

Campbell's Soup at Hand offers busy/working women a warm, delicious and convenient lunch or snack in just minutes. This is particularly important, as there is an overwhelming set of convenient food ch ...

In 2001, Campbell’s Soup was in slow decline. It languished in the back of consumer’s cupboards and was losing out to frozen food and ready meals. Campbell’s couldn’t change the iconic packaging, the ...

How advertising reversed a 20 year sales decline for Campbell's Condensed Soup, driving volume 49% in 2 years (1993 over 1991), from a 6% to a 9% share, against aggressive competitive response. Brand ...

Another telling of the story of the 1991 relaunch of Campbell's Condensed Soup as a double-purpose product (soup or cooking ingredient): see also paper no. 4545. Creative development work described. 4 ...