April 19, 2023
Charlotte Fulcher
Implicit Case Study: How Price Promotions Impacted Coca Cola’s Brand Perception
case study: price promotions coca cola brand perception by split second research

Neuromarketing Implicit Association Market Research Case Study: How do different price promotions affect Coca Cola's brand perception?

Split Second Research reveals the answer.

The Challenge

Coca-Cola have historically been resistant to promotions for fear that they can adversely affect their brand. 

However, Coca Cola’s previous market research and planning had suggested that consumer behaviour in Greece was heavily based on promotions. The research suggested that customers in Greece preferred price discounts more than other forms of discounts (such as volume offers, free gifts, competitions, mixed product offers, and so on). Because of this research, Coca-Cola implemented price discounts into their strategy. 

However, their sales figures were not growing as expected, leading them to question their strategy. Coca-Cola wished to evaluate a broad range of promotional mechanisms for its SSD range and its Juices range. 

The key question was: which mechanisms would drive volume, frequency of purchase, and penetration, but still build brand equity?

The Solution

Split Second Research evaluated over 90 promotional mechanisms using a mixture of traditional survey questions (our EXPRESS tool), explicit forced-choice attribute assignment tests (our FAST tool), and implicit association response tests (our IMPRESS tool). 

When consumers were asked using traditional, explicit methods, they reported that out of all the offers, they preferred price-offs. They also said they prefer offers where they can easily work out the monetary saving.

However, Split Second’s IMPRESS tests showed that they are attracted to a range of different kinds of offers to price-offs. It was found that some offers that Coca-Cola had previously begun to use resulted in a ‘negative hit’ to the brand – they cheapened it. 

In addition, some offers yet untried had the potential to build brand loyalty.

The Outcomes

The key question: which mechanisms would drive volume, frequency of purchase, and penetration, but still build brand equity?

Split Second identified the best offers that can appeal to loyal customers (driving volume & frequency of sales) and those that can appeal to ‘considerers’ and lapsed (driving penetration).

Split Second Research identified the reason why their current strategy was not performing effectively; the brand was too overly focused on price discounts. Our results determined that a severe focus on price discounts negatively affected their brand equity.

These findings resulted in the client changing their entire sales promotions strategy nationwide.


Client Feedback

coca cola hellenic neuromarketing case study


This Neuromarketing research method has proven an invaluable tool for the generation of targeted insights to make the decision making of our company more efficient. 

The innovative research tool of Split Second Research has helped us to re-evaluate our promo strategy within SSDs and Juices, to drive their penetration and frequency more effectively, while at the same time building on brand loyalty. 

This methodology helped us understand the reasons behind the failure of mechanisms that were previously evaluated using more traditional approaches as attractive with high purchase intent. 

Implicit research has pinpointed the deficiencies in the previous execution and has enabled us to improve upon Coca-Cola’s promo communication strategy.”


The full case study article is available to read in the NMSBA Yearbook.


Read another case study:

Which visual assets drive sales of bottled water?

Implicit market research methods. Case study by Split second research

Our blog

Geraldine Trufil Research Hero Split Second

Geraldine Trufil is an MRS Research Hero of 2024

We are delighted to announce that Geraldine Trufil, Chief Operating Officer and Co-Founder of Split Second Research (SSR), has been recognised as one of the Market Research Society’s (MRS) Research Heroes for 2024. Geraldine was nominated due to her exceptional work across numerous projects with Split Second Research with a particular focus on her client-first approach.

Read More
Predicting Why Consumers Buy: Evaluating 5 Key Approaches for Brand Managers

Predicting Why Consumers Buy: Evaluating 5 Key Approaches

Whether developing a new product or launching a new marketing campaign, understanding your customers’ true attitudes is crucial to brand management. The main aim is to make predictions about consumers’ behaviour in the future. So, for example, if we wish to make a change to one of our products, we need to conduct research that will help us predict whether the change will bring about an increase sales, decrease sales, or make no difference to sales. However, it is important to choose the correct way to measure people’s thoughts, emotions, or gut-instincts towards your brand, depending on what you’d like to achieve.

There are five recognised ways to measure attitudes in market research.

Read More
Scroll to Top

Get ahead of the curve

Subscribe to our email newsletter to keep up to date with our latest insights, news, and findings on market research, implicit testing and our occasional psychological ‘neuro-nuggets’ of wisdom

Stay up to date with our latest news and insights

Please enter your details

You can unsubscribe anytime. For more details review or Privacy Policy.