At Coca-Cola, they know that the color red activates feelings of excitement and passion. Through eye tracking and facial coding, the most famous drinks company in the world has refined the visuals in its ads to ensure that every sensory cue, from the smooth contours of the iconic bottle to the sound of the cap opening, contributes to a stimulating multisensory experience for the target audience.
Coca-Cola isn’t the only brand utilizing neuromarketing to refine its advertising campaigns. Some of the world’s leading brands, including Apple, McDonald’s and Nike, are harnessing the power of science to hone their marketing messaging. But what about wine?
Vincenzo Russo and Stevie Kim
In episode 2507 of the Italian Wine Podcast, Stevie Kim interviews Vincenzo Russo, Professor of Consumer Psychology and Neuromarketing, and Founder and Coordinator of the Neuromarketing Research Center ‘Behavior and Brain Lab IULM’. Powered by Sardegna Ricerche and with the support of Assoenologi Sardegna, the project is at the cutting edge of neuroscience and its application to the marketing of the Italian wine scene.
Stevie and Professor Russo discuss the Young Wine Neuro-Engagement Index, the Cannonau case study, and the evolving relationship between young consumers and wine. Finally, Professor Russo gives his 5 top tips for engaging young people with wine.
What is Neuromarketing?
Neuromarketing is the application of neuroscience (the scientific study of the brain) and cognitive science to marketing in order to understand and influence consumer behavior at an unconscious level.
The technique uses neuroimaging and physiological tools like Functional Magnetic Resonance Imaging (FMRI), electroencephalogram (EEG), a painless medical test that measures and records the brain’s electrical activity, and eye-tracking to analyze how consumers’ brains and bodies respond to marketing stimuli such as ads, product design and packaging. The goal is to gain deeper insights into a consumer’s preferences, motivations and emotional responses to improve marketing strategies.
How is the relationship between young consumers and wine changing
Declining wine consumption among younger consumers is well-documented. This shift is driven by factors like the rise of sober culture, a shift towards Ready-to-Drink (RTD) beverages and spirits, and changing social habits influenced by social media. This trend is reflected in lower weekly wine consumption rates and a decrease in overall wine sales in many markets.
In Italy, as habits and lifestyles have changed in recent years, so too have levels of wine consumption. Professor Russo observes that young Italians are no longer introduced to wine in the same way as they once were (e.g. by their grandfather at the Sunday lunch table).
On the other hand, young people are extremely sensitive to the values of a producer and drawn to experiences. Wineries, therefore, have to consider alternative ways to introduce and expose young Italian consumers to wine.
What is the Young Wine Neuro-Engagement Index?
The Young Wine Neuro-Engagement Index is an annual longitudinal analysis of a group of 800 young people between 18 and 25 years old. The study identified criteria for youth attractiveness and engagement and involved around 20 wineries, their activities, their products, and the communication channel used. Identifying young people’s expectations allowed for the creation of a Young Wine Neuro-Engagement Index, alongside a neuroscientific shelf analysis to measure the impact of labels by analyzing young people’s neurological reaction.
What is the Cannonau case study?
Cannonau is a renowned wine from Sardinia, yet in recent years it has increasingly been perceived by younger consumers as outdated. The focus of this innovative project, supported by Sardegna Ricerche and Assoenologi Sardegna, was to study and implement a strategy to rejuvenate the island’s signature red wine.
The project used scientific studies to analyze the emotional and taste experience associated with the wine, integrating market dynamics analysis to improve communication. The objective of the project was to redesign the messaging surrounding Cannonau wine to make it more effective for younger consumers.
The project focuses on the Cannonau grape variety, one of the symbols of Sardinia, and its connection to local culture. The results of the analysis provide wineries with new communication tools and enable them to better understand consumer preferences. The model, as Professor Russo observes, could be replicated across Italy.
Professor Vincenzo Russo’s top 5 tips for reaching younger consumers
- Emphasize strong storytelling and USP – “why is your winery different?”
- Improve quality of digital communications
- Promote the “experience” of the winery – tastings, sport, cycling in vineyards, for example.
- Evaluate the effectiveness of the label – it should be simple and elegant – conveying what’s inside the bottle
- Create “occasions” for tasting wine
Listen to the Full Interview:
