The question still remains as to whether the label change will revitalise Campbell's fortunes. The change is not without risks. But brand image experts say that the redesign has retained crucial elements of the old label. The golden rule is not to alienate your customers, said Mike Bartlam, marketing manager at ACNielsen, a market research company. He adds that label changes are often not about changing but updating a brand image on the shelf.
All brands have a life cycle.
Indeed Campbell's change comes as an ACNielsen report finds that consumers are slow to switch loyalties. Around two-third of those who took part in the research say that when it comes to the crunch, price is what counts. The BBC is not responsible for the content of external internet sites.