As Insomnia Cookies sought to rebrand its late-night
snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole Geyer, Insomnia Cookies' Brand Manager, explains how the
Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility design to customer recruitment and data gathering.
From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few surprising results. You can watch the entire presentation here: