• by Karlene Lukovitz , October 6, 2017

During this week’s New York Comic-Con event, Campbell Soup is using an updated version of its 3-D, mural-like “canstallation” to promote its latest set of soup cans bearing “Star Wars”-themed labels.

The interactive installation, set up on a truck stationed at 10^th Avenue and 37^th St. in Manhattan between 10 am and 6 pm on Oct. 5, 6 and 7, features characters from the upcoming movie “Star Wars: The Last Jedi.”

The installation’s figures are made entirely out of the new limited-edition Campbell’s Star Wars soup cans, and set against a backdrop of an LED screen playing the trailer for the new film, set to premiere on Dec. 15. 

Campbell reports that it will also launch a new TV spot supporting the “Star Wars” cans, under its umbrella campaign, “Made for Real, Real Life.” The campaign, which debuted in 2015, previously featured a popular “Star Wars”-themed TV ad showing two dads feeding their son a warm bowl of soup, while reciting the much-quoted “I am your father” line from 1980’s “Star Wars: The Empire Strikes Back.” Both spots are from BBDO New York.

This is the third year that Campbell has partnered with Disney and Lucasfilm to offer sets of licensed, limited-edition cans tied to the latest “Star Wars” flick.   

The latest labels, featuring characters including Rey, Finn, BB-8, Captain Phasma and the Praetorian Guard, are on cans of Healthy Kid Fun Shaped Pasta with Chicken Soup. The soup features die-cut “Star Wars” pasta shapes, and no artificial flavors or colors, according to Campbell. The soup is already in grocery stores nationwide.