• Adweek, Thursday, January 4, 2007 1 PM

Campbell Soup has launch the first of four 15-second TV ads that will revive its "Wow, I could've had a V8!" tagline, first used 25 years ago. The company is looking to boost consumption among light-to-medium V8 users and consumers who don't eat the recommended five daily servings of vegetables.

The spot, via Young & Rubicam, shows a couple concluding their dinner at a restaurant when the waiter arrives to pick up the plates. The man returns his plate with a guilty look because it contains uneaten vegetables. The tagline is tweaked by a "Bop!" a sound effect made when the waiter taps the man on the head, prompting the man to utter the classic kicker.

"Each time a concept for V8 is tested, the most consistent reaction from consumers--particularly those in our 40-plus target--is that they recall our classic "Wow" campaign much more than any of our recent work," says a Campbell spokesperson.

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