Campbell Soup Company’s core consumers were the baby boom generation, the 78 million Americans born during the years following World War Two and 1964. However, in recent years, the company shifted its focus toward millennials. According to Forbes' Jenna Goudreau, Campbell’s Soup is struggling to maintain relevance with millennials, a demographic segment of about 83 million Americans between the ages of 18 and 34. Business experts predict that if Campbell Soup Company fails to increase sales with the millennial population, Campbell's Soup will go out of business in the next ten year (Goudreau, 2012).
As of a result and in the rapidly changing competitive food industry, Campbell Soup Company is aggressively adapting to the new food business environment, implementing a new vision for the company, promoting and
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Campbell's Soup learned that the Generation Y, the 83 million Americans born between 1977 and 2000, favors Mexican, Indian and Asian cuisines (Goudreau, 2012). As of a result of this study, Campbell's Soup used their global tastes to make new recipes with Caribbean, Middle Eastern, and African flavor profiles. Additionally, the company shifted their focus away from Italian and Japanese ingredients, which were not exotic enough for the Millennial and Generation Y. The Generation Y showed a need for products designed for their active lifestyle ("Campbell's Soup Goes ‘All In,’” 2013). Campbell Soup’s marketing team redesigned their website to resemble Pinterest and Tumblr to comfort and attract Generation Y, “along with encouraging consumers to make Spotify playlists based on the soup flavors. All of these efforts were intended to spark social media conversations that referenced the Campbell’s brand ("Campbell's Soup Goes ‘All In,’”