Campbell Soup Co. this week kicks off its three-year tie to the American Heart Association for its Healthy Request Soups and recently released heart-healthy V8 with the debut of designer dresses and T-shirts. The dresses will be auctioned off through eBay as part of the the association's Go Red for Women campaign, while the T-shits are available for purchase on Campbell's GoRedWithCampbells.com website.
Committed $1.5 million to AHA
Campbell, which has long featured red dresses in its ad campaigns, has partnered with Bill Blass Creative Director Michael Vollbracht to design the fashion products. Among the designer duds is a red dress with a belt featuring a crystal Campbell's logo that will be worn by actress Lorraine Bracco at this Thursday's Women's Day Red Dress Awards and will later be auctioned off. Campbell's T-shirts feature a design Mr. Vollbracht created (the design incorporates a can of Campbell Healthy Request soup and the AHA's Go Red theme, "Love your heart").
Half of the proceeds of the $15 T-shirts and 100% of proceeds from the auctioned dresses will go to the AHA, to which Campbell has committed $1.5 million over the next three years.
Ads in February issues of publications including Women's Day and Prevention support the T-shirt sale and the Go Red theme. Other publicity efforts include newspaper inserts and a segment with Ms. Bracco on NBC's "The Martha Stewart Show," which is set to air Feb. 2, the AHA's national Wear Red Day.
'Deal or No Deal'
Campbell's Go Red push will get additional play on the Feb. 12 episode of NBC's "Deal or No Deal." The 26 models on the show will wear red dresses designed by Mr. Vollbracht, and host Howie Mandel will discuss Campbell's efforts and its 17 Healthy Request soups on-air. An in-show segment will focus on heart health and feature models discussing their personal connection to heart disease.
A recent reformulation which lowered sodium levels in V8 allowed Campbell to put the AHA's heart-check mark on the vegetable juice.