Company pays tribute to the artist that turned their brand into an cultural classic.
Campbell’s will pay homage to Andy Warhol with a series of limited edition tomato soup cans inspired by the artist’s painting. The series of four Warhol-style labels have been designed in colors including white and yellow, and pink and teal, and will launch on September 9th.
The Campbell’s brand became the focus of Warhol in 1962, when he produced 32 canvases – each reflecting a different flavour of soup that the company produced at the time. It is claimed that Warhol created the artworks after eating the soup for lunch everyday over a 20 year period.
While the brand did not commission Warhol to paint its cans, the company went on to become a supporter and established the Andy Warhol Scholarship Fund with the New York Art Academy.
Supermarket chains Tesco, Sainsbury’s and Waitrose are set to stock the limited edition cans, with Warhol-related promotional activity including tastings that will take place in store.
Andy Warhol Foundation director of licensing Michael Hermann said:
We are delighted to celebrate the enduring legacy of these two icons by bringing Warhol’s art back to the Campbell’s soup cans that provided him with inspiration.
This isn’t the first time the cans have come into existence however, they appeared on Woolworths supermarket shelves in Australia this summer, launching on 26 June. What’s more, they were first launched in Target stores in the US last September to commemorate the 50th anniversary of the paintings.