DOUG JOHNS, 33

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The photo of Iowa home ec teacher Kris James sits on Doug Johns' desk as a reminder of whom he really works for: the consumer.

The 33-year-old senior brand manager for Chunky Soup at Campbell Soup Co. found Ms. James-a loyal Swanson broth user and a perfect fit with the demo Mr. Johns targeted-during the two years he worked on Swanson. "I would bring her picture to meetings and say, 'This is my customer,' " he says.

Now that photo must shift dramatically to reflect a big-hearted, fun-loving cross between "Everybody Loves Raymond" and "SportsCenter," a demo Mr. Johns defines as "The Chunky Guy."

Campbell Soup Co.

* Senior brand manager-Chunky Soup

* Air Force Academy grad; served 5 years as capt.
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