Cheetos Finger-Stains Leave Lasting (Neural) Impression

What could possibly be positive about the sticky, day-glo orange residue that Cheetos leave on consumers’ hands? “It’s how consumers are reacting to it emotionally” -- which, as it turns out, is quite nostalgically -- according to Doug Pulick, SVP of Strategic Insights at NCM Media Networks.

Based on pioneering neural research, the Frito-Lay brand found that what it assumed was a negative product trait is, in fact, what connects consumers to the cheesy snacks. Just the thought of Cheetos residue produces a “visceral reaction” among consumers, according to Pulick, as it harkens back to their childhood when it represented “an orange badge of courage.”

Presenting at MediaPost's Digital Out-Of-Home Forum, the bigger point that Pulick hoped to make was that brands are flying blind without neural data. In other words, "paper and pencil research just doesn’t cut it."

Tags: out-of-home
Recommend (3) Print RSS