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MEC USA | Campbell's | Red Campaign
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| Dietary concerns prompted Campbell's to reformulate its line of Healthy Request soups. This range carried the American Heart Association
(AHA) seal of approval, but sales showed that consumers remained sceptical. Taking inspiration from the colour of the AHA seal,
MEC launched the Go Red For Women campaign to shift perceptions. A series of designer red dresses were created (which were featured
on a dedicated website and a hit TV show). Their auction raised $30 million for the AHA, while sales of Healthy Request soup were
up by a robust 39%. |
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