Campbell Soup Company | Brand Battle Business Challenge While the Campbell Soup Company has been one of the most trusted and recognizable brands in the world for over a century, it did not have a product line tailored for a key segment of female consumers. In light of this opportunity and changes in consumer preferences, Campbell’s understood it had to add a product line to its portfolio that emphasized all-natural ingredients and plan for a fierce competitive battle. Action Building on the legacy of a five-year partnership, Campbell’s brought in BSG to help lead its strategic research and marketing communications initiative. Coming from the competitive world of politics, BSG’s consultants understood that Campbell’s launch of its Select Harvest line would result in an all-out brand war. T

Join for free to read