Campbell's steps up to the cutting edge of innovation

Geoffrey Precourt

"We are in business to provide a product to our audience," Umang Shah, Director/Digital Marketing & Marketing Innovation at the Campbell Soup Co., insists."To focus on anything else: that doesn't make sense."

But as audiences change, so does the nature of the messaging that appeals to them.

"Star Wars" is an immediate point of cultural connection. And Campbell's was seemingly in safe waters by anchoring its advertising to the movie franchise. But, in comments that range from knee-jerk homophobia to a variety of Biblical passages espousing traditional family models, the reaction to its two-dad spot brought the organization into choppier seas.