Mmm Mmmm Money- A Million Dollar company markets in an unstable economy

While watching the Olympic highlights on the CTV network, an anchor in the marketing department brought up the great decline of Campbell's soup and their cuts in order to give some money flow and new marketing strategies a chance to continue their sales. Strangely, much of their television advertising was pulled for these cuts and put towards person-to-product marketing, such as the rebranding of their iconic soup can.

The rebranding of the can would change the location of the red stripe, the omission of the spoon, a contemporary bowl, and the addition of some or more steam over the soup. This may sound very silly and terrible for the image of campbell's, and it was, but it was all in an attempt at funding their Neuromarketing strategy, sounds like a government conspiracy, doesn't it?

In a nutshell, the idea of Neuromarketing is to use popular imagery that has been studied through live subjects in order to evoke universal emotions. New tests were initiated to update their branding, and thus, the changes came, but it was all in vain.

Although their cuts raised their worth by 11% in the United States, their overall soup-sales dropped 18% in the US since the following year, and continue to suffer. So much for their evil Neuro-scheme to make money.

In these times of economic strife, other companies, are fighting to keep peices low while competing with sale brands like No Name in order to cater to the deal-seeking populous. Unfortunately not all companies can sacrifice much and therefore lose their customers. Market researchers believe that their consumer losses will not replenish with the economy, due to their lack of affordability in a time of need. Those who are able to prosper, have done so with re branding.

The mega store Wal Mart has recently changed the details of their brand and slogan during this period to "Save Money, Live Better". This change engages the audience to think that their traditionally low prices will affect not only their wallet but their life/family life at home. One of their most recent commercials, although hilarious, strikes home this message.

Some consumers seem to embrace change in their products or stores as they re brand, whereas they feel alienated by others in a brand's attempt to entice the user with cheap labelling tricks. But after such a long tradition of Campbell's soup giving nourishment to millions of Americans for decades, why are they in the decline? Why don't they continue to rise like World-sucking Wal Mart?

Christian A.V. Petrozza