Campbell's: NFT

Campbell's, a food brand, created a brand-first NFT campaign to publicise its first brand redesign in 50 years, communicate modernity and drive relevance.

Campaign details

Brand: Campbell's CondensedAgency: MSL GroupRegion: North America



The iconic red & white label has been synonymous with the art world since Andy Warhol featured Campbell's Soup cans in his 1960s modern 'pop-art.' While the label is a world-renowned icon, minorly updating the logo and design wasn't exactly headline news.

A trifecta of firsts:

To make some noise around Campbell's first label redesign in 50 years, and highlight how Campbell's continues to modernize to reach new audiences, the team inserted the brand into the 'modern' art conversation by commissioning the most modern...

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