The new packaging started hitting shelves June 2021 and the larger visual identity was launched in conjunction with soup season.
The R&W Redesign was featured in high-performing launch activations that haloed redesign news, and were strategically built to drive cultural relevance and modernization for the iconic brand:
Activations include—planned & executed in partnership with Leo Burnett, MSL, and Spark Foundry:
An ‘AmeriCANa’ NFT drop:
· 823MM Total Campaign Impressions
‘What Sounds Good Tonight?’ cooking & music campaign, in partnership with Universal Music Group
o 554MM total campaign impressions
To help ease the transition of the new label on shelf, RW launched a targeted shopper program (Aug.-Oct. 2021), which included following program highlights. Program was in partnership with the Mars agency.