CAMDEN, N.J. – Campbell Soup is tapping Andy Warhol for another 15 minutes of fame.
The world’s biggest soup maker plans to introduce special-edition cans of its condensed tomato soup bearing labels reminiscent of the pop artist’s paintings at Target stores starting Sunday. The 1.2 million cans will cost 75 cents each.
The Campbell Soup Co.'s embrace of Warhol's iconic imagery is a switch from its initial reaction, when the company considered taking legal action before deciding to see how the paintings were received by the public.
By 1964, however, the company realized the paintings were becoming a phenomenon and embraced the depictions. Campbell's marketing manager even sent Warhol a letter expressing admiration for his work.