Campbell Soup's six steps to shopper insight
Geoffrey PrecourtWarc
There are advantages to being an iconic brand. Since 1898, a red-and-white label on a can means only one product to most Americans: Campbell Soup.
But that can be as much a burden as a blessing. When a new management team at Campbell Soup Co. demanded in 2011 that innovation become an operational imperative, even the classical package came under review. And that review began with what Wendy Higgins Chambers, director of consumer and customer insights, calls "instilling a new mindset", grounded in six "key components":
- Energy...