We looked for an idea that resonated with local expatriates and found that many in this group are affluent and employed in high level positions, so they have a keen sense of power dynamics in the office. In addition, adjusting to this new way of life often puts a great deal of pressure on their relationships. Typically, husbands spend their time adapting to a new business environment while wives are left to adapt on their own at home. For husbands separated from their families in this new environment, temptations lurk around every corner and infidelity is common. For so-called “trailing spouses”, there is a pressure to stay “on top of the food chain”. We used a classic Campbell’s soup can to represent the familiar taste of home and show how it trumps whatever new and exotic “cans” consumers might find in their new environment.

Our series of print ads created a connection between local expats and the brand by relating a familiar brand to their current situation. This helped establish an influential base of customers for Campbell’s products as the brand began to expand further in China.