Around the Net

Campbell Brings Back Old V8 Tag In New Ad

Brandweek , Thursday, January 4, 2007 12:30 PM

Campbell Soup has reprised its "Wow, I could've had a V8!" tagline in a new ad effort aimed at occasional buyers of the brand. The first of four 15-second TV spots from Y&R New York broke on network Monday; it shows a couple winding up their dinner at a restaurant when the waiter returns to pick up the plates. As the man guiltily returns his plate because he hasn't eaten his vegetables, the waiter taps the man on the head, prompting him to exclaim, "I could've had a V8!"

Radio and print follow nest month to promote V8's heart-healthy benefits while a Web site, www.V8juice.com, launches in the next several weeks. "Each time a concept for V8 is tested, the most consistent response 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 John Faulkner of Campbell. "Thus, we're playing to a fantastic brand equity with this new campaign."

Read the whole story at Brandweek »

Next story loading