I cannot even begin to grasp the challenges of delivering canned soup around five continents.
Campbell solve hard problem. Snapchat - easy one.
Snapchat had the right product with the right marketing that lead them to gaining a large user base with high engagement.
Furthermore, is Campbell's valuation based on their soup recipe? I can make chicken soup in hour. They are valuable for their brand, distribution, and production capabilities.
You can say this of any fad. The ice bucket challenge certainly engaged millions of people, but that doesn't mean it's a brand worth investing billions.
As how to value their users...
I can sell home made soup on my front lawn, but i sure as hell can't scale to Campbells size overnight.
This is why Campbells is the safe investment.