Who knew neuromarketing even existed? I won’t be buying any Campbell’s soup for a while, that’s for sure. From the Wall Street Journal:
The bowls are getting bigger and steamier, but the soup spoons are going away.
Those are among the biggest changes Campbell Soup Co. is making in decades to the iconic labels and shelf displays of its condensed soups—the company’s biggest single business, with more than $1 billion in sales.
The changes—expected to be announced Wednesday—will culminate a two-year effort by Campbell to figure out how to get consumers to buy more soup. Condensed soup has been a slow-growing category in which budget-conscious consumers have little tolerance for price increases.
In the hunt for a better connection with consumers, Campbell Soup Co. is relying on new neuromarketing studies to guide the redesign of its condensed-soup packaging. The research looks at psysiological responses — such as perspiration and increased heart rate — to marketing.
The problem: It’s not easy to know what prompts people to buy soup, except for something warm to eat on a frosty day. When asked why they eat more soup or not, people tend to “say they don’t think of it,” says Doug Conant, Campbell’s chief executive.
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.
For two years, Campbell researchers studied microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to everything from pictures of bowls of soup to logo design.
This “neuromarketing” approach is a fresh attempt among consumer-good companies to understand how consumers really respond to marketing and advertising…
[continues in the Wall Street Journal]