How Coke uses neuroscience to optimise its ads

Brian Carruthers

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

As a major advertiser with a range of brands, Coca-Cola's Western Europe operation handles a lot of ads and has developed a system for processing and testing them to ensure they perform at the necessary level. But even Coca-Cola is up against the constraints of time and money and can't test every single one.

"We spend over $300 million annually in Western Europe, just on media," said Adam Palenicek, Senior Insights Manager at Coca-Cola Western Europe, with much of that going on TV and an increasing amount to digital. "That's across 125 campaigns. That's a lot of advertising and, not...

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