Campbell’s Neuromarketed Facelift

Posted on March 5, 2010

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The last post explored what might become of Campbell Soup Company’s new label design following a two-year neuromarketing study. It’s now clear the company did its homework by strategically enlisting three agencies, Innerscope Research Inc., Merchant Mechanics and Olson Zaltman Associates, to look at consumers’ biometric responses and illicit feedback using multiple methodologies.  The cutting-edge technologies including in-store eye tracking studies provided a complementary set of triangulated data to enhance traditional methods of market research.

The new labels are steamy, spoonless and feature a logo swap. As Jennifer Williams of Fast Company discovers, people may argue whether a savvy designer would’ve arrived at these updates with good instincts. As Dr. Carl Marci of Innerscope Research, Inc. points out, “Companies that rely exclusively on traditional measures, focused only at the conscious level, are missing a critical part of what drives purchase behavior. The vast majority of brain processing (75 to 95%) is done below conscious awareness. Because emotional responses are unconscious, it is virtually impossible for people to fully identify what caused them through conscious measures such as surveys and focus groups.”

The extensive research provided Campbell’s team with more than a warm and fuzzy upgrade. This fall, consumers will face more easily distinguished soup styles and flavors. The red logo is still there, but it is now out of the way of the selection process which will make shopping easier while the emotion-evoking imagery makes the experience more enjoyable. Campbell was also smart with the classic logos– they’ll remain on three soups.

I have to agree with Williams (who also blogs here). Campbell Soup smartly and patiently synched up a whole lotta data and analysis to genuinely enhance their market research with science.

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Posted in: branding, design