Campbell’s: This Ad Shoudn’t Have Worked


Sometimes an ad breaks all the rules and still works. This ad for Cambell’s Select Harvest Light is poorly designed and includes too much copy. But the image of the Progresso can with the words MADE WITH MSG made me stop and pay attention.

I didn’t know that Progresso soups contained MSG. If I was buying soup, that one bit of information would tip the scales in favor of Cambell’s. But there’s more. The ad says that Cambell’s soups also contain less sodium. And I like that (sorry, I couldn’t resist using that TV commercial phrase).

If only the design elements in the ad weren’t so unbalanced…


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