Campbell Soup Co.

A past look at the unresolved future of retail marketing

Product: Canned soup
Number of displays: 3,000
P-O-P company: Phoenix Display & Packaging Corp., West Deptford, N.J.
Distribution: Supermarkets
Introduction: January 1994
Duration: Temporary
Construction: Corrugated
"We're having a little bit of trouble keeping [the standee] in the stores," says a Campbell's spokesman. "People want to take them home."

Advertiser: Campbell Soup Co., Camden, N.J.
Producer: Merchandising Display, Englewood Cliffs, N.J.
Objective: As part of Campbell Soup's largest promotional program, the marketing goal was to promote collecting soup labels at back-to-school time.