The goal was to commemorate this historic occasion with a set of four limited-edition labels. We wanted to ensure that the design work stayed true to the legacy of Andy Warhol and to his Pop Art design aesthetic. A special logo was created to help recognize and celebrate the anniversary. Additionally, it was critical to guarantee a strong impact at retail with Target consumers.

Andy Warhol’s story was brought to life on shelf through bold color combinations of orange, blue, pink and teal. A self-portrait of Andy paired with some of his famous quotes, including “Pop Art is for everyone”, helped give an authentic voice to these mini masterpieces. The limited-edition launch at Target created an exciting buzz and encouraged consumers to collect all four cans.

Out of the gate this program was a roaring success – dubbed the “Missoni of Grocery.” It recognized a 40% sell through rate within two days and blew away the Ad Forecast; the buzz went viral with tweets on Target’s Twitter account and a post on Target’s Facebook wall. Although the central idea was the package design, the program was also supported by external media with 280+ media placements across all major media outlets such as the New York Times, LA Times, and USA Today - reaching 20m+ Impressions.