Campbell Soup Co. is redesigning the labels for its red and white soups, using photography for the first time in the brand's nearly 100-year history. The labels, propelled into pop icon status by artist Andy Warhol in the 1960s, will soon feature a smaller red top, and the bottom white section will carry a photo of the product in a bowl. A front box, using the same type as the company's new ad slogan, "Never underestimate the power of soup," notes, "New look, same great soup!" The new labels will begin appearing on store shelves later this spring. BBDO
Worldwide, New York, handles the line.