Campbell’s celebrates limited edition soup can labels with first NFT collection
03 Aug 2021 --- Campbell Soup Company is celebrating its new can label design with the soup producer’s first-ever custom non-fungible tokens (NFTs), a type of non-interchangeable cryptographic currency.
“The objective behind the new label design was to contemporize, inspire, simplify and future-proof for the digital shelf. We revitalized our design, taking inspiration from the past and modernizing it for the present,” Melissa Mendoza, Campbell’s marketing director, tells PackagingInsights.
Diving into the digital art world, the new Campbell’s design is created by street-style illustrator Sophia Chang, whose multimedia artwork “puts a modern twist” on classic US American art styles.
“Some of the most famous pop art ever created was inspired by Campbell’s red and white can,” highlights Chang. “The design is as much a staple of the grocery aisle as it is American culture.”
Campbell’s soup cans became a pop art phenomenon thanks to Andy Warhol’s Campbell’s Soup Cans painting series in 1962, whose exhibition marked the West Coast debut of pop art.
The move to NFT “pays tribute to our place in art and pop culture,” says Linda Lee, chief marketing officer, meals and beverages at Campbell Soup Company. Furthermore, the new label marks the brand’s first commissioned art piece in over half a century.
“The [Campbell’s can] design is as much a staple of the grocery aisle as it is American culture,” Chang emphasizes.Graphic designs pay homage
As a visual storyteller, Chang aims to invent new ways to express creativity.
“I wanted to hero the beloved label with keywords that connect to the brand for me, while including a photo-real element of the fresh label to celebrate the new design.”
“We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history,” adds Lee.
Campbell’s label features several new elements to contemporize the brand.
A modernized logo scripture, which was based on founder Joseph Campbell’s original signature, gives a nod to the brand’s 150-year-old heritage.
Campbell’s fans will be able to spot more hidden elements, including the Campbell’s “C” in the fleur-de-lis and slanted “O” in the word soup that pays tribute to the letters from the first red and white label in 1898.
“This NFT is a tribute to Campbell’s continued evolution shown through the iconic designs it has produced throughout the years,” says the company.The mighty NFT
Lee refers to the NFT art pieces as “the most modern art medium to date.” NFTs are like a certificate of authenticity for an object, real or virtual. The unique digital file is stored on a blockchain network, with any changes in ownership verified by a worldwide network and logged in public.
Campbell’s NFT series consists of 100 art pieces titled “AmeriCANa — SOPHIA CHANG X CAMPBELL’S.”
At the time of writing, all 100 illustrations have been purchased, sold at a price of 0.05 ETH (US$124). They are currently available for purchase via drop culture leader NTWRK.
Additionally, one animated NFT art piece is available for auction on OpenSea, with a top bid currently ongoing of 0.23ETH (US$576).
All proceeds for the Campbell’s NFTs will benefit Feeding America to help fight food insecurity. Additionally, the brand will work with NTWRK and Aerial to offset the carbon footprint of the NFT.
By Anni Schleicher
