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Experts question effectiveness of aggressive ads


October 16, 2008
By Brandweek

Oct. 15, 2008 — The ongoing war between Campbell and Progresso over MSG in soups
has prompted experts to examine the efficacy of aggressive ads like
the one running in today's New York Times, where Campbell
strikes back against its rival.

Oct. 15, 2008 — The ongoing war between Campbell and Progresso over MSG in soups
has prompted experts to examine the efficacy of aggressive ads like
the one running in today's New York Times, where Campbell
strikes back against its rival. Experts say that while such ads
bring important issues to light, they also cause consumer confusion
and can kill the category as a whole.

Over the past weeks, Campbell and Progresso have been involved in a
soup fight centered on aggressive ads. In the latest installment
this week, Campbell, the maker of Chunky and Select Harvest soups,
has released an ad that reads: "Campbell's proudly offers 124 soups
with NO MSG." The ad is a response to a General Mills ad that ran last
week attacking Campbell for using MSG in 95 of its soups. Campbell originally fired the first shot at
Progresso, claiming that its soups use MSG, a food ingredient known
as monosodium glutamate. | FULL STORY

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