A long history, and Andy Warholl, have made Campbell’s soup labels synonymous with American culture. That’s about to change. After two years of research, including a significant amount of neuromarketing research, the soup labels you are accustomed to seeing on the grocery shelves are about to look different.
As previously posted on The Side Note Blog, neuromarketing studies the brain’s reactions to various stimuli in ads, messages, visuals and marketing tactics, and then seeks to apply those findings in a way that makes marketing more effective. These research techniques were implemented by Campbell to figure out how to update the labels in an effort to boost condensed soup sales. The tests evaluated how people reacted to the labels.
According to Ilan Brat, in his Wall Street Journal Article:
“’Typically, consumers show simultaneous blips in most of their biological metrics when they decide to buy something. These indicate the emotional reward they feel for making a choice and may help drive future purchases,’ Mr. Marci says.
But the array of condensed soups so overwhelmed many participants that they would quickly scan the category and select soups while evidencing little biometric response.
The people who spent more time exploring varieties showed more and bigger simultaneous spikes in biometrics—and tended to put more soup cans in their baskets.
The Campbell team figured it could boost sales by triggering more emotional responses in stores and prompting more people to focus on more soups.”
Changes include removing the spoon (people don’t connect with it), adding steam (to make you want the warm soup) and updating the bowl to something more “Pottery Barn-ish” (because this is 2010, not your grandma’s house circa 1978).
I believe in neuromarketing. And I think Campbell is a great brand, but evaluating the labels from a design perspective, the old ones were just dated and needed to be updated. And the new ones make the product look more appealing with greater focus on the product and less focus on the brand name. Maybe it took neuromarketing to convince all the key players that changes needed to be made. That is what good research will do for a company … and a good creative director.
What do you think about the new labels? Do they resonate with you? How can you use neuromarketing to improve your advertising?