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Global Market ResearchEEG + Packaging Testing · 2009
195M+Lay's (Global Snacks)
A Bag Redesign. 195M Minds Changed.
"Your packaging is having a subconscious conversation with every customer's brain. What is it actually saying?"
Frito-Lay noticed women were not buying despite snacking more than men overall. Neuromarketing found why: shiny chip bags activated the cingulate cortex, the brain's guilt processing center, specifically in female consumers.
Traditional surveys said 'I try to eat healthy.' Brains said this bag makes me feel guilty. The redesign to matte beige with healthier ingredient imagery eliminated the guilt response entirely. Result: 195M+ positive impressions and record-breaking sales in 6 months.
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