Frito-Lay has rolled out a new ad campaign and packaging in efforts to get women to eat more Frito-Lay Snacks. Research shows that women are snacking more than men, but are not eating as many Frito-Lay goodies. To figure out how to sell more snacks to women, their agency turned to neuromarketing. Neuromarketing is a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. After researching women’s brains compared to men, results showed the memory and emotional center, the hippocampus, was larger in women then men. The agency concluded that women look for characters they could empathize with.

The new advertising campaign, “Only in a Woman’s World,” will be introduced in March and webisodes will begin running at awomansworld.com. The campaign features four funny cartoon women, that were almost certainly inspired by characters on the popular cable series, Sex and the City. Sounds fun, but I have to wonder if it will make me crave potato chips.

—Sara