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To mark the occasion of its new label design, Campbell’s is introducing the first NFT collection in its history as a brand. The collection, created by innovative street-style illustrator and artist Sophia Chang, contains 100 Campbell’s authenticated NFT art works, Invezz learned from a press release. They will be available for sale via NTWRK starting July 27 at 5:30 PM EST.

This is the first label change since Andy Warhol. The iconic red and white can has been part of pop culture and art since Andy Warhol’s unforgettable ‘Campbell’s Soup Cans’ series. Starting at 5:30 PM EST on July 27 until 9:00 PM on August 6, an animated, exclusive NFT art work will be auctioned off on OpenSea. All funds from the collection will be provided to Campbell’s long-term partner, Feeding America.

Sophia Chang, a self-proclaimed Campbell’s enthusiast, has become famous for her artwork, of which putting a twist on classic art styles is typical. Her approach to art and passion to empower communities is reflected in the artistic interpretation of the can, creating a contemporary feel. The NFT collection pays homage to the brand’s continued evolution over the years.

“Some of the most famous pop art ever created was inspired by the Campbell’s red and white can – the design is as much a staple of the grocery aisle as it is American culture,” said Chang.

After the changes, the label features a number of innovative components and touches to give the brand a more modern feel without departing from its heritage. These include a contemporary logo scripture based on the signature of the founder, Joseph Campbell.  

Linda Lee, Chief Marketing Officer of Meals & Beverages at Campbell’s, said:

“We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history. The commissioning of our first-ever NFT art piece pays tribute to our place in art and pop culture, while celebrating in the most modern art medium to date. Sophia was a natural choice given her street art sensibility and her love of the Campbell’s brand and its connection to the art world.”

The post Campbell’s celebrates changes to label with first official NFT collection appeared first on Invezz.

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