The Campbell Soup Co. is altering its iconic soup labels to help increase its sales by 2% over the next two years, reports The Wall Street Journal. The ideas for the changes came from neuromarketing, which applies physiological responses, including sweating and heart rate, to marketing. The company combined this with deep interviews of 40 consumers.
The researchers found that warmth and other positive attributes people associated with Campbell's soup at home evaporated when they faced store shelves...
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.
Gone from the new labels are soup spoons and the old bowls, replaced with modern-looking bowls and more steam. Campbell's large logo was also moved to the bottom of the can.