|
Campbell goes retro
|
 |
September 6, 2000: 4:15 p.m. ET
Soup company hopes a new "M'm! M'm! Good!" approach will warm sales
|
NEW YORK (CNNfn) - In an effort to reinvigorate sales, Campbell Soup Co. is breaking out a moldy oldie - its "M'm! M'm! Good!" advertising slogan.
Four new television advertisements, which feature the slogan and claim various health benefits of eating soup - are scheduled to begin airing today.
|
|
VIDEO
|
|
Watch two new "M'm M'm! Good!" television advertisments.
|
|
Windows Media
|
28K
|
80K
|
|
The world's No. 1 soup maker -- whose products also include Prego spaghetti sauces, Pepperidge Farm products and V8 beverages -- has struggled for more than a year to overcome poor domestic soup sales and disappointing earnings. Former CEO Dale Morrison resigned in March, after three difficult years at the helm.
The Camden, N.J.-based company has tried to boost sagging sales with several different advertising campaigns and product and packaging initiatives, none of which have worked.
In the end, the company pinned its hopes on the "M'm! M'm! Good!" tag line, a recognizable slogan it has used off and on since the 1930s.
Shares of Campbell (CPB: Research, Estimates) were trading up 19 cents to $24.94 in Wednesday morning trading. 
|
|
|
|
|
|
Campbell Soup
|
Note: Pages will open in a new browser window
External sites are not endorsed by CNNmoney
|
|
|
|
 |
|
