Campbell Soup Co.’s CEO: Brands can help drive social change

The Campbell Soup Co, the food manufacturer, is seeking to embody values such as authenticity and transparency as it responds to the imperative push for social change.

Mark Clouse, president/CEO of the Campbell Soup Co., remembers a time – not long ago – when corporate mandates largely insisted on “avoiding controversial or complicated social conversations or statements.”

Such reticence existed on the part of an enterprise, fed down to its employees, and included “wading into an area that may be polarizing in nature,” he continued.

The rule was enforced because “a company had a lot of different constituents,” none of whom could be offended.

In light of the social and economic forces that are reshaping today’s political and commercial environments, “from the external consumer world as well...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands