Target and Campbell’s co-branding effort

A brief comment from RetailWire about the collaboration between Target and Campbell Soup on a “limited edition” of Andy Warhol-inspired soup cans. Inspired, indeed, in my opinion:

It’s hard to imagine anything more prosaic than a can of Campbell’s tomato soup, which is what made the Warhol paintings so iconic in the first place. Hats off to Target and Campbell’s for infusing some fun and “design” (Target’s buzzword) into a boring category. Campbell’s in particular will benefit from the halo effect of this promotion, even if a lot of buyers turn out to be “collectors” instead of consumers.

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