Campbell Revives Iconic V8 Tagline

NEW YORK Campbell Soup is reprising its classic “Wow, I could’ve had a V8!” tagline—first used 25 years ago—in a new campaign that seeks to attract occasional users of the brand and veggies.

The first of four 15-second TV ads, via Young & Rubicam, New York, broke on network programming Monday and shows a couple concluding their dinner at a restaurant when the waiter arrives to pick up the plates. The man returns his plate with a guilty look because it contains uneaten vegetables.

The tagline is tweaked by a “Bop!” a sound effect made when the waiter taps the man on the head, prompting the man to exclaim, “I could’ve had a V8!”

Radio and print in February promote V8’s heart-healthy benefits. A Web site,, launches in the next few weeks.

“Each time a concept for V8 is tested, the most consistent reaction from consumers, particularly those in our 40-plus target, is that they recall our classic ‘Wow’ campaign much more than any of our recent work. Thus, we’re playing to a fantastic brand equity with this new campaign,” John Faulkner, a Campbell representative, said in a statement.

Faulkner said the company is looking to expand usage occasions of light-to-medium V8 users and consumers who are among the majority of Americans that are not eating the recommended five daily servings of vegetables.

Ad spend was not disclosed but will be comparable to the $40 million the brand garnered in 2005, according to the company.