ALIGN YOUR MARKETING MIX
On September 2, 2012 Campbell will be launching limited-edition Andy Warhol cans of Campbell’s® Condensed Tomato at Target to commemorate 50 years since releasing his famed artwork “32 Campbell’s Soup Cans”.
Since the news release on August 29th, social media has been buzzing with articles, blogs, tweets about the limited-edition cans. This blog post is a bit different in nature. The goal is to serve as a marketing lesson for companies regardless of their size as to why it is so important to make sure to have all pieces ready and aligned when launching a marketing campaign.
TARGET HAS PROVEN SUCCESSFUL WITH STRATEGIC LIMITED-EDITION PARTNERSHIPS
The partnership between Campbell and Target is pretty unique. Target has had a strategic focus on innovation with “Limited-Time-Only Designer Products.” This strategy has created a lot of buzz and purchasing madness. For example, Target’s Missoni campaign created a shopping frenzy crashing their website. The shelves were emptied by shoppers within hours.
Based on Target’s track record with limited-edition partnerships this will most likely serve to be a success yet again. Shoppers will rush into Target to get limited-edition cans and possibly leave with a few other impulse items along the way.
Image Source: Target Company History
WHAT ABOUT CAMPBELL? WILL CAMPBELL MAXIMIZE THIS CAMPAIGN TO GENERATE BUZZ & RE-INVIGORATE THE BRAND?
On one hand, for Campbell this is an opportunity to reinvigorate its Campbell’s® product line and potentially increase long-term sales. Or, it can be a one time increase in sales for Campbell’s® Condensed Tomato with Warhol collectors and fans running into Target stores to grab the cans and save them as collector’s items. That is why the marketing campaign and all the elements that make up the marketing mix that accompanies the launch of the limited-edition cans is so crucial for optimal results.
The cans will be bold in color and feature a portrait of Andy Warhol with one of his popular quotes.
The news release on August 29th states that Campbell will be engaging in social media like Facebook and using techniques like gamification for engagement…
“Campbell is giving people the opportunity to realize their own “15 Minutes of Fame” by transforming their photo on Facebook into a Warhol-inspired work of art to share with friends. A few lucky fans’ photos will be featured as the cover photo on the Campbell’s Condensed Facebook page. Visit http://artofsoup.com to find the “Pop Art Portrait” photo application as well as other Warhol-inspired games and activities.” (News release: Campbell Celebrates Andy Warhol and 50 Years of Pop Culture History)
However, the artofsoup.com website as of August 30th is not ready…
The timing of the news release about this campaign did not happen in sync with other Campbell marketing initiatives for this campaign. Maybe it was done intentionally… but from a consumer perspective it looks as if the timing did not work out!!
Make sure that when you are launching a marketing campaign whether big or small, you have all your marketing pieces from press release, collateral, social media, etc. aligned and ready to go!