|The First Art Newspaper on the Net
||Established in 1996
|| Wednesday, June 28, 2017
|Campbell Soup Company is tapping Andy Warhol for another 15 minutes of fame|
New limited edition Campbell's tomato soup cans with art and sayings by artist Andy Warhol are displayed at Campbell Soup Company in Camden, N.J. Campbell plans to introduce the special-edition cans of its condensed tomato soup bearing labels reminiscent of the pop artist's paintings at Target stores starting Sunday, Sept. 2, 2012. Photo/Mel Evans.
By: Candice Choi, AP Food Industry Writer
CAMDEN, NJ (AP).- The world's biggest soup maker plans to introduce special-edition cans of its condensed tomato soup bearing labels reminiscent of the pop artist's paintings at Target stores starting Sunday. The 1.2 million cans will cost 75 cents each.
The Campbell Soup Co.'s embrace of Warhol's iconic imagery is a switch from its initial reaction, when the company considered taking legal action before deciding to see how the paintings were received by the public.
"There's some evidence to show there was a little bit of concern," said Jonathon Thorn, an archivist for Campbell Soup. "But they decided to take a wait-and-see approach."
By 1964, however, the company realized the paintings were becoming a phenomenon and embraced the depictions. Campbell's marketing manager even sent Warhol a letter expressing admiration for his work.
"I have since learned that you like Tomato Soup," William MacFarland wrote in the letter. "I am taking the liberty of having a couple cases of our Tomato Soup delivered to you."
Later that same year, Campbell commissioned Warhol to do a painting of a can of Campbell's tomato soup as a gift for its retiring board chairman, Oliver G. Willits; Warhol was paid $2,000 for the work. Campbell also invited the artist to visit its headquarters in Camden, N.J., although Thorn said there's no indication a visit ever took place.
There was no contact after that until 1985, when the company commissioned Warhol to paint packages of its new dry soup mixes for advertisements. Warhol died about two years later.
In 1993, the company bought a Warhol painting of one of its tomato soup cans to hang in its boardroom of its headquarters. The company also has a licensing agreement with the Warhol estate to sell clothing, magnets and other gear, mostly overseas, bearing the artist's renditions.
Campbell has sold Warhol-inspired cans on two other occasions, although on much smaller scales. In 2004, the company sold 75,000 four-packs of Warhol-inspired cans at Giant Eagle, a Pittsburgh-based supermarket operator. During the holiday season in 2006, the company sold 12,000 units at Barney's in New York.
The latest promotion comes as Campbell looks to turn around its struggling soup business after years of declining sales; the company plans to introduce dozens of new products this year.
The cans to be sold at Target will come in four color schemes, with famed Warhol quote such as "In the future everybody will be world famous for 15 minutes."
The red-and-white Campbell label made its debut in 1898. Significant changes to the front of the can have been made only a handful of times since then.
Copyright 2012 The Associated Press.
August 30, 2012
While digging a highway, Israeli archeologists find two figurines from the New Stone Age
Sotheby's Hong Kong announces Magnificent Jewels and Jadeite Autumn Sale
Christie's announces first major highlight of the November Evening Sales in New York
Around 100 fossils, skeletons and mineralized panels featured in Sotheby's Natural History Sale
Campbell Soup Company is tapping Andy Warhol for another 15 minutes of fame
Photography exhibition features original work created at San Antonio Museum of Art
Mayan theater, used by elite characters of Mayan society approximately 1,200 years ago, discovered
Biennale of Sydney announces new Board Director, Virgin Australia's Danielle Keighery
Irving Penn, Gustav Klimt, and Vassily Kandinsky are among the names behind the masterpieces at Clars sale
Burning-monk photographer Malcolm Browne dies at a New Hampshire hospital at age 81
"Sculptors' Drawings & Works On Paper" opens at Pangolin Pangolin London and Kings Place Gallery
Sotheby's presents the highlights from its Autumn sales at the Galerie Charpentier
University of Virginia Fralin Museum of Art exhibits 'Jean Hélion: Reality and Abstraction'
Unique collection of footie star shirts worn at first-ever season of Premier League for sale at Bonhams
Collections from France, Germany & Italy lead Bonhams Fine & Rare Wine Sale
World Monuments Fund launches "World Monuments Watch Day," celebrating sites across the globe
1 year later, MLK Memorial inscription unchanged
Bonhams hosts the Fall Fine Clocks Auction; largest ever to take place at the auction house
Religion, ritual and performance in the Renaissance opens at the Allen Memorial Art Museum
National Building Museum awards Paul Goldberger its Vincent Scully Prize
Most Popular Last Seven Days
1.- Art community remains divided over Caravaggio found in French attic
2.- Stedelijk Museum presents a snapshot of Rineke Dijkstra's photographic and video work
3.- Hillwood Estate, Museum & Gardens mourns death of Dina Merrill
4.- Exhibition of new paintings by Gerhard Richter opens at Albertinum in Dresden
5.- 18th-century French paintings from across America on view at National Gallery of Art
6.- Major retrospective of Robert Rauschenberg opens at the Museum of Modern Art
7.- Canaletto exhibition reunites two of the Venetian master's greatest series of paintings
8.- King Tutankhamun's bed, chariot paraded through Cairo to new home
9.- Junk sale diamond ring bought for £10 worth a fortune
10.- Exhibition sheds light on one of the most pressing issues of the 21st century: What will we eat in the future?
Museums, Exhibits, Artists, Milestones, Digital Art, Architecture, Photography,
Photographers, Special Photos, Special Reports, Featured Stories, Auctions, Art Fairs,
Anecdotes, Art Quiz, Education, Mythology, 3D Images, Last Week, .
|Royalville Communications, Inc|
Tell a Friend
Dear User, please complete the form below in order to recommend the Artdaily newsletter to someone you know.
Please complete all fields marked *.