1968 · Food
Campbell's
Soup on the Rocks
Campbell's pushed 'Soup on the Rocks' as part of a long effort, running from the mid-1950s into the 1970s, to recast canned beef bouillon as a chilled party drink: poured over ice in a rocks glass and sipped like an Old Fashioned. The company seeded the idea by mailing magazine editors and broadcasters care packages with an ice bucket, tongs, a can of bouillon, and a recipe booklet, and even gifted the drink to the Chicago White Sox and Brooklyn Dodgers. The pitch borrowed the cocktail's ritual to invent a new, warm-weather occasion for a pantry staple.
