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Campbell’s® “Discovers” The Wisest Kid in the Whole WorldTM

Multi-Faceted Campaign For Campbell’s®
Condensed Soup
Reveals The Wisest Kid and His Secrets to Kid
Contentment

CAMDEN, N.J.–(BUSINESS WIRE)–Sep. 10, 2013–
Campbell Soup Company (NYSE:CPB) today announced that it has
“discovered” The Wisest Kid in the Whole World™, an eternally
eight-year-old boy who embodies the collective wisdom of kids
everywhere. The young guru will offer lighthearted advice to parents and
help people see the wisdom of eating Campbell’s®
Condensed soup.

Campbell Soup Company (NYSE:CPB) today announced that it has "discovered" The Wisest Kid in the Whol ...

Campbell Soup Company (NYSE:CPB) today announced that it has “discovered” The Wisest Kid in the Whole World(TM), an eternally eight-year-old boy who embodies the collective wisdom of kids everywhere. (Photo: Business Wire)

Through a series of TV commercials, print ads and social media, The
Wisest Kid in the Whole World
will offer suggestions to parents
about what makes kids happy, especially around mealtime. This campaign
is grounded in research that confirms that among all their mealtime
options, kids rank soup among their favorites. The Wisest Kid in the
Whole World
offers kid-friendly recipes, mealtime tips and more to
help parents avoid the “mealtime dilemma.”

Parents turn to many sources for advice about kid contentment, but the
“discovery” of The Wisest Kid in the Whole World speaks
to a universal truth: if you want to know how to make kids happy, simply
ask a kid. But don’t ask just any kid; ask The Wisest Kid in the
Whole World.

“Soup is one of kids’ favorite meals—any time of day. With the help of The
Wisest Kid in the Whole World
, Campbell will remind parents that
kids love soup—slurping noodles, dunking sandwiches, spelling words,
scooping up veggies,” said Ed Carolan, President of U.S. Retail for
Campbell Soup Company. “We want to build on the strong connection
Campbell has with parents and kids in a new way with strong creative
visuals and engaging digital elements. The Wisest Kid in the Whole
World
campaign is designed to prompt parents to think about Campbell’s
Condensed soup in a contemporary fashion.”

Interacting with The Wisest Kid in the Whole WorldTM

Campbell will bring this boy guru to life in a variety of ways:

  • Beginning September 9, The Wisest Kid in the Whole World will
    appear in five TV commercials and nine print advertisements for Campbell’s
    Condensed soup. Created by BBDO New York, the creative showcases
    modern family scenarios. For example, one TV commercial called “Dad &
    Daughters,” features a father seeking advice from The Wisest Kid in
    the Whole World
    , while his daughters joyfully paint his
    fingernails.
  • The campaign offers parents fun ways to interact with The Wisest
    Kid in the Whole World
    ; it includes two widget applications,

    which will be placed on websites and blogs, and amplified in social
    networks. The Kid Wisdom Widget is a simple and interactive tool that
    allows parents to share the wise things their own kids say. The second
    widget -the Ask Wisest Kid Widget – will be released this fall and
    will make it even easier for parents to seek real-time guidance and
    help from The Wisest Kid in the Whole World.
  • The Wisest Kid in the Whole World also will sponsor a series
    of online videos that are relevant to parenting.
    Campbell is the
    first sponsor of Andrea Rosen’s new online Nickelodeon (NickMom.com)
    series “Take Me to Your Mother” as well as the “Sunday Night Circus”
    on SheKnows.com. Both programs offer comedic takes on parenting and
    overcome lighthearted challenges at mealtime with their families.
  • And on September 17, 2013, Times Square in New York City will be
    buzzing when The Wisest Kid in the Whole World “streams live”
    from his mountaintop
    via a digital billboard to answer parents’
    questions about what makes kids happy. Ana Ortiz, a mother of two
    from hit TV shows Devious Maids and Ugly Betty,
    will
    appear at the experiential marketing event to “chat” with The
    Wisest Kid in the Whole World
    and share of the secrets to kid
    contentment that she learned from the bearded guru.

The Wisest Kid in the Whole World will be highly accessible to
parents and they can connect with him directly at www.WisestKid.com,
www.Facebook.com/CampbellsCondensedSoup,
www.Twitter.com/TheWisestKid
or tweet to @TheWisestKid.

About Campbell Soup Company

Campbell Soup Company is a manufacturer and marketer of high-quality
foods and simple meals, including soup and sauces, snacks and healthy
beverages. Founded in 1869, the company has a portfolio of
market-leading brands, including “Campbell’s,” “Pepperidge Farm,”
“Arnott’s,” “V8,” “Bolthouse Farms,” “Plum Organics” and “Kjeldsens.”
Through its corporate social responsibility program, the company strives
to make a positive impact in the workplace, in the marketplace and in
the communities in which it operates. Campbell is a member of the
Standard & Poor’s 500 and the Dow Jones Sustainability Indexes. For more
information, visit www.campbellsoupcompany.com
or follow company news on Twitter via @CampbellSoupCo.

Source: Campbell Soup Company

Campbell Soup Company
Megan Haney, 856-342-4978
[email protected]
or
Weber
Shandwick
Kelly Cagney, 312-988-2114
[email protected]