Frito-Lay used Neuromarketing to make Women to Snack More.

Baked Lays are healthy for you.…are they?

Prerita Chawla
ILLUMINATION

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In 2009, Frito-Lay launched baked versions of all their snacks- Lays, Doritos, Cheetos; Smartfood, and many more healthy options to appeal to their female audience.

The company noted that despite women snacking twice as much as men, most of its customers were men. Women snacked on salted products, only 14% of the time and this PepsiCo owned division wanted to know why.

To understand how to rebrand their product, they turned to Neuro-based marketing. Frito-Lay’s appointed advertising firm Juniper Park lead by Jill Nykoliation, started using fMRI/brain scans to understand the response of their consumer’s brains.

Her research showed that women’s brains had more developed communication centres which implied they could break down complex advertising messages with more ease. They had more significant activity in their hippocampus associated with memory and emotion.

Interestingly women also had heightened activity in the anterior cingulate cortex associated with decision making and guilt. Women are more likely to experience guilt than men.

Despite launching products with words like “guilt-free” snacking women were avoiding these products because of an…

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Prerita Chawla
ILLUMINATION

Writer| Biology undergrad | Feminist |Finding the wackiest neuroscience, behaviour and psychology anecdotes for you each day.