Campbell Soup Alters Labels After ‘Neuromarketing’ Research
Researchers found that warmth and other positive attributes people associated with
Campbell’s soup at home evaporated when they faced store shelves. 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.
General Mills spelled out its recipe for profitable growth: Hispanics,
baby boomers and millennials. In a cliched and reactionary-sounding move, the
Minneapolis package-food company revealed products and marketing plans designed specifically for those segments at the Consumer Analysts Group of New York conference this morning.
“We think our categories and our brands are well-positioned for strong future growth because they are on trend with the evolving consumer needs,” said Ian Friendly, chief operating officer and exec VP-U.S. retail. “We’re anticipating a rise in multicultural consumers, particularly Hispanics, plus a growing number of aging baby boomers and the emergence of millennials as the next generation with significant influence in the marketplace.” General Mills also has its eye on
U.S. Census data — and is therefore aware that the Hispanic market will be driving 53% of the population growth between now and 2015.
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Francis Anderson 