Infoglut

6 Neuro-Glut

Marketing to the Brain

Chicken Soup for the Brain

When the Campbell’s Soup Company embarked on a two-year project to redesign its iconic label in 2008, it took the high-tech route, presumably in an effort to ensure that if one of the best-known brands in the United States was to get a facelift, the surgeons should have the shiniest new tools available. For Campbell’s, this meant bringing in the neuromarketers, who promised to sidestep the vagaries of focus groups by going straight to consumers’ brains. Innerscope, the neuromarketing company that handled the Campbell’s makeover, explained in its promotional material that because consumers’ initial responses to advertising, “are processed below the conscious level, traditional advertising ...