Nobody is unfamiliar with Campbell’s, but in the eyes of younger consumers, iconic brands have a way of losing top-of-mind relevance or turning stale. The company was founded in 1869 and has seen two world wars, and Linda Lee is honoring the brand’s history while making sure one of the most recognized names in the CPG aisle doesn’t reach its expiration date.
Lee, chief marketing officer of the Campbell’s meals and beverages divisions, joined Adweek’s executive editor Chris Ariens to talk through the two pillars that the brand uses to guide its strategy—comfort and utility.
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