Here’s my latest content for the week, and hand picked items both I and my readers liked, too.
What’s better than a chocolate chip cookie? A chocolate chip cookie in a package optimized with neuromarketing. Consumer companies don’t often talk about their neuromarketing efforts, perhaps because of the vaguely scary sound of it all. Some of the rare public windows into neuromarketing studies have been in the packaging area, notably the Campbell’s Soup project. Now we have another packaging study to review, this time involving Gerber baby food and Chips Ahoy cookies.
Soup is a product you probably don’t lust for. Sure, a hot bowl of soup is nice after a chilly job of shoveling snow out of the driveway, but rarely is it more than an afterthought, or a quick prelude to a more interesting main course. If you are Campbell Soup Co., though, you DO spend a lot of time thinking about soup. And, as detailed by the Wall Street Journal, they want to understand YOUR hidden feelings about soup to improve their packaging: