CAMDEN, N.J.–(BUSINESS WIRE)–Jan. 9, 2004–In this day of “makeover madness,” there are two 100 year-olds who needn’t worry about a single wrinkle or gray hair — they’ll be kids forever. They’re the Campbell Kids(TM), some of America’s most beloved icons.
Since their first appearance in 1904, the Campbell Kids have become synonymous with Campbell Soup Company (NYSE:CPB) and are one of the most recognized advertising symbols of all time. As icons of a food brand, they have warmed many a heart, personifying warmth, wholesomeness and nourishment.
Philadelphia artist Grace Drayton first sketched the kids at the request of her husband, who was trying to capture Campbell’s streetcar card advertising contract. They first appeared on streetcars and soon after their introduction, they were used in all of the company’s advertising.
Campbell’s use of the Campbell Kids in their advertising was directly linked to key events in American history. The Campbell Kids donned Red Cross uniforms and appeared as doctors and nurses in advertisements throughout World War I. During the Great Depression, the Campbell Kids appeared in advertisements supporting Franklin D. Roosevelt’s National Relief Association, stating that “We Do Our Part.” With America’s entrance into World War II, the Campbell Kids were featured in a Life Magazine ad, urging Americans to “Buy War Bonds.”
Since their creation, they have appeared in numerous magazine and TV advertisements, and have been on soup can labels. Today, a Campbell Kid is the official face of the Campbell’s Labels for Education program and his happy face adorns more than 1.5 billion cans of soup each year.
The Campbell Kids first arrived in 1904; the year Theodore Roosevelt was first elected president. The Campbell Kids share their birthday with the New York subway system, which opened in 1904. The Campbell Kids are also the same age as other American favorites including iced tea, hamburgers and ice cream cones, which were all “discovered” at the 1904 World’s Fair. The Summer Olympics were held in St. Louis in 1904, marking the first time the games were held in the United States. The World Series was not held however, because the New York Giants would not agree to play the Boston Red Sox.
Items and artifacts featuring the Campbell Kids have become coveted licensed collectibles. Campbell has offered dozens of dolls and novelties with their likenesses: salt and pepper shakers, postcards, bobble head dolls, toy trucks, kitchen clocks and a host of figurines. Every fall for the past 25 years, a new Campbell Kids Christmas ornament, yearly calendar, and figurine or other novelty item have been offered. The 2004 calendar features a historical perspective of the Campbell Kids, with a montage of history, drawings and artifacts.
As times have changed, so have the Campbell Kids. Their captivating smiles, dimpled knees and round rosy cheeks have been updated to mirror a more contemporary image. With the intent of representing every girl and boy, they will always remain nameless, but will never lose their playful smiles.
Although today’s Campbell Kids are indeed more modern looking and could be depicted playing soccer, riding a skateboard, or doing gymnastics, they’ll always be the Campbell Kids who symbolize the wholesomeness and nourishment of Campbell’s soups…even at 100 years old!
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality soup, sauce, beverage, biscuit, confectionery and prepared food products. The Company is 134 years old, with nearly $7 billion in annual sales and a portfolio of more than 20 market-leading brands. For more information on the company, visit Campbell’s website on the Internet at www.campbellsoup.com.
FOR ADDITIONAL INFORMATION & IMAGES, LOG ONTO www.campbellkids100.com
CONTACT: Campbell Soup Company Beth Jolly, 856-968-4301 [email protected]
SOURCE: Campbell Soup Company