CAMDEN, NJ: The Campbell Soup Company is using taste and health-based messaging to promote its new tomato soup brand, which has a third less sodium, to Baby Boomers, while also reassuring customers that the classic soup has the same taste.

“Taste is a paramount message in all of our communications,” said Juli Mandel Sloves, senior manager of nutrition and health communications at Campbell's. “We are really going to great lengths to sample with media, so that they can ...