Perspective: Campbell’s shifts focus from product to experience
In a new Perspective blog post, Dan Wilkinson uses Campbell Soup as a case study for how CPG brands—even 100-year-old companies—can shift how they do business to meet consumer demands.
The role of legacy consumer packaged goods (CPG) brands has changed drastically with consumer demands for more information about the things they buy and a more streamlined path to purchase. As a result, Dan Wilkinson, chief commercial officer at 1WorldSync, sees the need for brands to evolve to be more experience-driven and transparent. In a new Perspective blog post, Wilkinson uses Campbell Soup as a case study for how CPG brands—even 100-year-old companies—can shift how they do business to meet consumer demands. For example, Campbell was one of many CPG brands that realized its traditional offerings weren’t meeting modern consumer expectations. So, it established an e-commerce presence, adding voice-controlled cooking instructions through Amazon’s Echo device and investing millions in meal kit startup Chef’d.
Campbell has been working to build experiences around its brand as opposed to focusing just on its product. In addition, the iconic soup company is also prioritizing transparency. With 88% of consumers willing to pay more for foods that are GMO-free, lack artificial flavors, and are deemed “all natural,” Wilkinson stresses that smart CPG brands must enhance their product sourcing and information standards to gain consumer trust.
Read Wilkinson’s Perspective post to learn other ways legacy brands can and should evolve, and share your own insights by commenting on the post.