To get the attention of moms, we knew that we had to do something different and unexpected. And to get the attention of kids, we knew that whatever we did also had to be fun. The idea was in every kid’s favorite unofficial holiday: Halloween.

We took kids’ favorite soups and created Campbell’s Can Costumes: special- edition, printable artwork that let moms and kids turn their soups into something spooky. All they had to do was visit our website and print out their favorite Can Costumes. And with some tape and a pair of scissors, kids could get their Campbell’s soup cans ready for Halloween and out of the cupboard.