Trademark infringement, or brand advocacy? Before you release the hounds with a nasty cease and desist, consider this approach that the Campbell’s Marketing Manager took over 46 years ago. Community managers and social media markerters should take note, this is how you do it!
Campbell SOUP Company
CAMDEN 1, NEW JERSEY
May 19, 1964
Mr. A. Warhol
1342 Lexington Avenue
New York, New York
Dear Mr. Warhol:
I have followed your career for some time. Your work has evoked a great deal of interest here at Campbell Soup Company for obvious reasons.
At one time I had hoped to be able to acquire one of your Campbell Soup label paintings – but I’m afraid you have gotten much too expensive for me.
I did want to tell you, however, that we admired your work and I have since learned that you like Tomato Soup. I am taking the liberty of having a couple of cases of our Tomato Soup delivered to you at this address.
We wish you continued success and good fortune.
(Signed, ‘William P. MacFarland’)
William P. MacFarland
Product Marketing Manager
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