Finish Your Antioxidants, Say V8 Ads - Brief Article

Campbell Soup is launching its first national print campaign behind V8 and redesigning the veggie drink's labels to more specifically address the brand's health benefits to increasingly nutrition-savvy baby boomers.

Four new print ads breaking this month via Foote, Cone & Belding, N.Y, take a light tone in informing health activists 35-andolder how V8 offers the benefits of tomatoes, antioxidants, potassium and a full-serving of vegetables in convenient beverage form.

"Looking to simplify your health and fitness regimen? Okay, skip the glass and drink straight from the bottle," one ad says. They'll run in Parade magazine, Better Homes & Gardens Fitness, People and other books.

Although TV ads remain in the mix, the print medium was added for providing "the time and space to communicate the specifics of health benefits such as antioxidants" to a broader audience, said senior marketing manager Debbie Berkowitz.

To give aging boomers the health data they crave, Campbell has altered V8's labels so the front panel flags nutrition facts on the back that explain the antioxidants--Vitamins A and C, and potassium and tomatoes- contribute to a healthier lifestyle.

A new national TV ad breaking in November will remain consistent with V8's existing "Live life on all eight cylinders" campaign. This one shows a harried new dad who needs his V8 to keep up with the varied demands of fatherhood.

FSIs and direct mail will also support the health push, which Campbell hopes will expand the consumer base of the newly relevant 50-year-old brand and "give consumers more good reasons to drink it," Berkowitz said.

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