The logo was flashed a total of 12 times over the one-minute period, though it was hidden well enough to not be consciously perceived by those watching. Participants were then asked to try two drinks: they were told that one was Coca-Cola and one was Pepsi, despite them both being the same drink. When asked their favourite, 80% of those shown the edited video said that the drink that they thought was Coca-Cola tasted better. This is compared to a 50/50 split in those who were shown the untampered with video. The subliminal messages even led 18% participants to give the taste of Pepsi a negative rating, compared to 0 in the control group.
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