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To get across the idea that soup is a hearty, wholesome, stick-to-your-ribs sort of food, you couldn’t do much better than hire a pro football player. As these ads show, the team at Campbell’s has the marketing play down perfectly—having devised it two generations ago with this 1969 ad showing the great defensive end Gerry Philbin chowing down on a cup of Vegetable Beef soup. Though it would appear, 45 years on, that Campbell’s is simply staying with a winning move by posing football star Clay Matthews with a bowl of Clam Chowder, something has definitely changed—and it’s not just the advent of Photoshop.
“Today, the marketing is more focused on the personality of the athlete versus the overall manliness Campbell’s used to be known for,” said veteran sports marketing consultant and Columbia University professor Joe Favorito.
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