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Campbell's chooses "neuromarketing" over consumer feedback in rebranding its iconic soup cans.
The team clipped small video cameras to the testers at eye level and had them later watch tape of themselves shopping for soup. Of course, this smacks of the same pseudo-scientific marketing bullshit that Peter Arnell spouted over his Pepsi and Tropicana redesigns.


One of the most iconic brands on the shelves, immortalized by Warhol, synonymous with soup, is shrinking its logo. Special vests captured skin-moisture levels, heart rate, depth and pace of breathing, and posture. In fact, Debbie Millman, who designed the previous, now current, Tropicana packaging with Sterling Brands, said the one thing consumers in her feedback research hated most was pictures of orange juice in glasses.






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