Campbell Soup is channeling Andy Warhol for a limited-edition series at Target. Each can is only $0.75.
The collection was issued to celebrate the 50th anniversary of the first showing of Warhol’s paintings, and the labels come in four color combinations, like blue with orange or teal with hot pink.
Campbell’s embrace of the artist’s work is a switch from its initial reaction. The company had considered taking legal action until they saw what Warhol’s pieces did for their marketing strategy.
The 1.2 million special-edition cans were launched in stores over the weekend.
According to the Associated Press, Campbell’s has sold Warhol-inspired cans on two other occasions, though on much smaller scales. In 2004, the company sold 75,000 four-packs of Warhol-inspired cans at a Pittsburgh supermarket operator. And during the holiday season in 2006, the company sold 12,000 units at Barney’s in New York.