When Progresso brand soup came onto the shelves a decade and more ago, they were chunkier and tastier. Suddenly, Campbells didnt seem so Mmm! Mmm! good any more. Blindsided, Campbells marketing team has proven why its not good to kick a giant, as they fight to maintain their position as the home favorite. The marketing team has added handheld, microwavable, and other adaptations over the years, even giving their classic cans a pop-top. All of which changed the rituals of preparation and eating Campbells brand soups. My last visit to the grocery store informs me that now Campbells is changing the ritual of shopping for their soups. The soup aislealready heavy with rows of Campbells iconic red and white packagingnow has tasty rows of dispensers. Instead of standing vertically as they have for generations, Campbells soup cans now lie on their side and roll off their dispenser rack. Think of a cola can at your local convenience store. Simple. And so brilliant. Meanwhile Progresso, not long ago the innovator in the category, stands stunned.
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