In 2010 Campbells soup used an understanding of how the visual elements on their pack communicate with the shopper to make a label change.

They used neuromarketing research techniques to understand how people react to the pictures of bowls of soup or logo design that they use on their iconic cans. They found that the positive attributes and feeling people associated with their soup at home were not present when they scanned their store shelves.

In particular shoppers said that the soup pictured on the can was not appealing, while the spoon holding the soup incurred no emotional response at all.

This led them to the objective of trying to trigger more positive emotional responses in store in the hope that this would convert to greater purchase.

To achieve this they introduced steam rising from more modern soup bowls, took the unemotional spoons away , reduced the size of the company’s logo and introduced a colour coding system to segment the range. (Brat, 2010)

Unfortunately there have been no published results associated with the packaging change.

Brat, I. (2010, Febraury 17). The Emotional Quotient of Soup Shopping. Wall Street Journal.