Subliminal Advertising: It works!

Following on from our recent blog on Subliminal Advertising, Emotional Logic carried out an experiment to test the theory – does it really have an effect? We split a cohort of participants into two groups, showing both groups a popular 1-minute advertisement. Both groups were shown exactly the same advert, but one of them had been edited with subliminal messages of the Coca-Cola Logo added to it.

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.

With these results suggesting that subliminal advertising does work, it shows just how much subconscious messages can affect us. Emotional Logic’s Engaging Digital & Ad Content tool helps you to discover the powerful unconscious effects your brand communication has on consumers. For more information click here.


As researchers we not only want to understand and identify the new emerging shopper types and their attitudes which are shaping the world, but also how this happens. We have asked consumers both in the UK and US and put together a free report for brands which reveals the psychological shifts that have occurred. Privacy policy.