CAMDEN, N.J. — Campbell Soup is tapping Andy Warhol for another 15 minutes of fame. The world’s biggest soupmaker plans to introduce, at Target stores starting Sunday, special-edition cans of its condensed tomato soup bearing labels reminiscent of the pop artist’s paintings.
The 1.2 million cans will cost 75 cents each.
Campbell’s embrace of Warhol’s iconic imagery is a switch from its initial reaction, when it considered taking legal action before deciding to see how the paintings were received by the public.
“There’s some evidence to show there was a little bit of concern,” said Jonathon Thorn, an archivist for Campbell Soup. “But they decided to take a wait-and-see approach.”
By 1964, 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.
“I have since learned that you like Tomato Soup,” William MacFarland wrote in the letter. “I am taking the liberty of having a couple cases of our Tomato Soup delivered to you.”
