Sunday, February 21, 2010
According to the Wall Street Journal, Campbell's is changing its iconic label in an effort to (duh) make people buy more soup. They spent two years researching package and logo designs by tracking microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to them. This "neuromarketing" approach is an attempt among consumer-good companies to understand how consumers respond to marketing and advertising.
In interviews, participants said the soup pictured on the can and shelf labels didn't look warm, so steam is added in the new label. And the big spoon full of soup provoked little emotional response, so it was removed.
The company hopes the label and display changes will help shoppers connect on a deeper level to the products and boost its condensed soup sales by 2% over the next two years. Hmmmmmm, good luck with that, Campbell's.
Full article here.