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.
Cordially,
(Signed, ‘William P. MacFarland’)
William P. MacFarland
Product Marketing Manager
(Image from the collection of Billy Name, via Warholstars.org and lettersofnote.com )
Disclaimer: Campbell’s is a client of Proximity Canada
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12 Responses to “Dear Mr. Warhol”
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August 8th, 2010 at 4:01 pm
Fab RT @CollinDouma: “Dear Mr. Warhol” A social marketing lesson from a 46 y/o letter from Campbell’s Mktg Mgr http://bit.ly/bFBnaY
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August 8th, 2010 at 4:25 pm
[...] This post was mentioned on Twitter by Social Media Guide, James Topham, Ed Lee, David Jones, Rachel Segal and others. Rachel Segal said: RT @smmguide: RT @DoctorJones: Fab RT @CollinDouma: "Dear Mr. Warhol" A social marketing lesson from Campbell's Mktg Mgr http://bit.ly/bFBnaY [...]
August 8th, 2010 at 5:13 pm
Fantastic illustration of embracing the idea that a ‘brand’ should be shared – thanks for sharing.
August 8th, 2010 at 5:16 pm
Ok
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August 9th, 2010 at 10:05 am
Nice ==>RT @DoctorJones: Fab “Dear Mr. Warhol” A social marketing lesson from a 46 y/o letter from Campbell’s Mktg Mgr http://bit.ly/bFBnaY
This comment was originally posted on Twitter
August 9th, 2010 at 2:18 pm
Awesome RT @CollinDouma: Fab “Dear Mr. Warhol” A social marketing lesson from a 46 y/o letter from Campbell’s Mktg Mgr http://bit.ly/bFBnaY
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August 9th, 2010 at 6:16 pm
Imitation is the best flattery. Dear Mr. Warhol http://shar.es/0mjaj
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August 10th, 2010 at 1:23 pm
Dear Mr. Warhol: Trademark infringement, or brand advocacy? http://bit.ly/arM8x2 this is how you do it!
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August 19th, 2010 at 1:47 pm
@wbpictures letter from Campbells Soup to Warhol for you: http://bit.ly/bFBnaY RT @harrypotteruk: Harry Potter Condoms http://bit.ly/cEahFS
This comment was originally posted on Twitter
August 19th, 2010 at 1:47 pm
@wbpictures letter from Campbells Soup to Warhol for you: http://bit.ly/bFBnaY RT @harrypotteruk: Harry Potter Condoms http://bit.ly/cEahFS
This comment was originally posted on Twitter
January 7th, 2011 at 8:39 am
I always like the old fashioned epistle to the modern email!
December 1st, 2011 at 9:33 am
Mate interesting blog, but there is a problem with it in explorer