Campbell's soup labels redesigned using neuromarketing

Campbell's soup labels redesigned using neuromarketing

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According to a recent article in The Wall Street Journal, Campbell Soup Co is making some major changes to the iconic labels of its condensed soups.

The changes are the culmination of a two-year effort by Campbell to figure out how to get consumers to buy more soup.
Campbell's used the results of neuoromarketing-based research to develop labels for four, colour-coded categories such as “taste sensations” in orange and “classic favorites” in light brown.

The company’s logo will be smaller and moved lower so it’s not as prominent. Steam will rise from larger, more vibrant pictures of soup in more modern white bowls and the spoon will disappear. However, Campbell’s three biggest sellers, including those immortalized by Andy Warhol, will remain unchanged.

Monday, 01 March 2010 07:13