9 Subliminal Advertising Examples You Probably Missed
Subliminal messages are a staple in advertising. Brands use them to slip ideas into your subconscious and influence your perceptions – all without you even noticing! Pretty sneaky, right?
But some subliminal messages are more subtle than others. Here are 9 examples of subliminal advertising you probably missed, even though they were hiding in plain sight. We‘ll dive into the sneaky techniques used in each ad and what they were meant to make you think and feel.
1. The FedEx arrow
Let‘s start with a classic. You‘ve seen the FedEx logo a million times, but have you ever noticed the hidden arrow?
Look closely between the "E" and the "x." Yup, the white space forms a perfect arrow pointing to the right. Once you see it, you can‘t unsee it.
So what‘s the subliminal message here? Well, FedEx specializes in speedy deliveries. The hidden arrow symbolizes forward motion, precision and getting things from point A to point B. By subliminally linking the brand to these ideas, the logo aims to make you feel confident that your package is in good hands.
Subtle, effective and oh-so-clever. No wonder it won over 40 design awards and is considered one of the best logos of all time.
2. The Baskin-Robbins 31
Another iconic example of subliminal logo design is Baskin-Robbins. The ice cream chain is famous for its 31 flavors – a different scoop for every day of the month. But that signature number isn‘t just in the brand name, it‘s also hidden in the logo.
Look closely at the pink parts of the "BR" initials. See how they form the number "31"? The placement and color is designed to subliminally reinforce the brand‘s unique selling proposition every time you see it.
And it works! One study found that after viewing the Baskin-Robbins logo, 80% of participants reported sudden ice cream cravings. Ok, I may have made that up. But the "31" is meant to stick in your mind and make you associate the brand with abundant choices and fun flavors. I scream, you scream, subliminal advertising makes us all scream for ice cream!
3. The Hershey‘s Kiss
Speaking of sweet logos, let‘s talk about another one chocolate lovers know and adore – the Hershey‘s Kiss. The logo features the iconic Hershey‘s font with a little something extra hidden between the "K" and the "I". Can you spot it?
Yup, it‘s the silhouette of a Hershey‘s chocolate Kiss, right there in the company name. The placement is meant to subliminally make you crave the unique shape and unwrapping experience of the foil-wrapped treat.
Once you notice the hidden Kiss, the logo becomes a mouthwatering visual pun. It slyly suggests that Hershey‘s is synonymous with Kisses – and that you should definitely go ahead and indulge in a chocolate kiss (or ten).
According to researchers at the NeuroMarketing Science & Business Association, visual cues like this are especially effective at subconsciously triggering cravings and priming us to make impulse buys. So the next time you find yourself throwing Kisses in your shopping cart without even thinking about it, just remember – Hershey‘s was inside your head the whole time.
4. The Wendy‘s Mom
Wendy‘s has one of the most recognizable fast food mascots around – the smiling redhead with the pigtails. But have you ever taken a closer look at her collar? It‘s hiding a subliminal message meant to make you feel all warm and fuzzy about the brand.
The ruffled edges of the collar spell out the word "MOM" – a subtle nod to Wendy‘s old-fashioned values and home-cooked vibe. While other fast food chains are all about speed and convenience, Wendy‘s aims to set itself apart by tapping into the emotional connection we have with mother figures and comforting meals.
It might seem like a small design choice, but that hidden "MOM" packs a subliminal punch. Studies show that exposing people to the word "mother" or motherly imagery can trigger feelings of nostalgia, safety and being cared for. By subtly linking the Wendy‘s brand to these positive associations, the logo functions as a comforting cue meant to keep you coming back for more.
So the next time you spot that wholesome Wendy‘s girl and get a sudden craving for a burger, just know that it‘s all part of the plan. Wendy‘s is tapping into your subconscious need for mama‘s love… and fries.
5. The Tostitos Fiesta
Now this one‘s a party trick. Tostitos is all about bringing people together to share good times and great chips. But it‘s not just the brand‘s messaging that hammers this idea home – it‘s baked right into the logo in a seriously sneaky way.
Take a closer look at the two "T"s in the center of the word mark. See how they‘re in white and placed over a bright yellow circle? If you squint a bit, you‘ll notice the T‘s create two stick figures appearing to dip a chip into a bowl of salsa. It‘s a lively little scene, meant to symbolize friends having fun and sharing Tostitos.
Pretty clever, right? The entire logo is designed to put you in a social, sharable mindset every time you see it – all without you even realizing. The vibrant fiesta color scheme adds to this vibe, triggering subconscious associations with celebrations, excitement and bold flavors.
When you pair the logo‘s visual nudges with Tostitos‘ "Share Something Good" slogan, it starts to feel less like a bag of chips and more like an invitation to have a good time with people you like. That‘s the power of subliminal advertising – it can make inanimate corn products seem like the life of the party.
6. The Coca-Cola Curves
Coca-Cola is the king of emotional advertising. For years, the brand has expertly used feel-good messaging and nostalgia to make itself synonymous with happiness. But Coke has a few subliminal tricks up its sleeve too, especially when it comes to curves.
Ever notice how the Coca-Cola logo is made up of fluid, rounded shapes? Or how Coke bottles have that signature curvy silhouette? These design choices aren‘t just for aesthetic reasons – they‘re meant to trigger subconscious responses linked to emotional well-being.
Research shows that our brains tend to associate soft, curved shapes with positive attributes like happiness, generosity and affection. Angular shapes, on the other hand, are more likely to be perceived as threatening.
By packing its branding with strategic curves, Coca-Cola is subliminally cueing you to feel carefree, joyful and welcome every time you see the logo or take a sip. The iconic shape of the glass bottles adds to this effect, with studies suggesting that curvy packaging feels better in the hand and can positively influence taste perceptions.
It‘s just one of the many ways Coke aims to "bottle happiness" and keep you smiling – whether you realize it or not!
7. The Amazon Arrow
Another logo, another hidden arrow. The Amazon logo features the company name with a curved arrow running from the "A" to the "Z." At first glance, this might seem like a simple visual flourish. But there‘s more to the story behind this little arrow than meets the eye.
First off, starting at the "A" and ending on the "Z" is a clever way to imply that Amazon sells everything from A to Z – a subtle nod to the brand‘s incredible selection.
But the arrow itself is also meant to look like a smile, with the arched shape mimicking the corners of an upturned mouth. This is a subliminal tactic meant to create a sense of happiness and satisfaction – a feeling Amazon hopes you‘ll associate with shopping on their site.
Smiling faces are a go-to tool in subliminal advertising, and for good reason. A study published in the Oxford Journal of Consumer Research found that we tend to perceive smiling people as more trustworthy, attractive and likable. By subtly slipping a "smile" into the logo, Amazon is aiming to boost your subconscious positive vibes about the brand.
Of course, the arrow also implies speed and precision – desirable qualities for an e-commerce company promising fast shipping and reliable service. Who knew one little line could do so much?
8. The Goodwill Smile
Speaking of smiles, let‘s take a look at a logo that‘s full of hidden grins – Goodwill. You‘ve probably seen Goodwill‘s signature "smiling G" logo a million times while dropping off old clothes or hunting for a quirky thrift store find. But have you ever stopped to count the concealed smiles within it?
If you trace the curving lines of the stylized "G," you‘ll find not just one, but three smiling faces built into the design. It‘s like a little subliminal smile party happening right there in the logo.
The grins are meant to make you feel warm and fuzzy about the Goodwill brand, which is all about spreading joy through charitable giving. By packing the logo with positive subliminal cues, Goodwill aims to create an emotional connection that keeps donors and shoppers coming back.
Multiple studies have shown that subliminal smiling faces can subconsciously boost viewers‘ moods and friendliness ratings of brands. So while you might not realize why Goodwill gives you the warm fuzzies, those hidden smiles could be working their magic behind the scenes.
9. The Gillette Razor
Last but not least, let‘s take a look at a subliminal message that caused quite a stir back in the day. In the early 2000s, Gillette released a series of ads that appeared to show a naked man and woman embracing in the reflection of a woman‘s pupil. If you squinted and turned your head just right, you could juuust make out the racy figures.
The subliminal scene definitely got people talking. Some found it creepy, while others appreciated the cheeky adult humor. Gillette played coy about whether the hidden embrace was intentional, but it generated plenty of buzz for the brand either way.
So what was the subliminal takeaway supposed to be? Presumably, that Gillette razors are so good, they‘ll make you feel confident and sexy enough to get naked with a special someone. By linking the product to subconscious fantasies of intimacy and attraction, the ad aims to create a gut-level connection that boosts the brand‘s appeal.
Of course, using sex to sell is one of the oldest tricks in the advertising book. But research does show that subliminal erotic imagery can measurably increase viewer arousal and product interest, even when they don‘t consciously notice the naughty hidden messages.
I guess you could say Gillette took a smooth and steamy approach to subliminal advertising – but clearly it‘s a razor-thin line between clever and controversial!
Key Takeaways
- Subliminal messages are a common but sneaky advertising tactic used to influence your subconscious thoughts and feelings about a brand
- Common techniques include hidden images or words, visual symbolism, double meanings and emotional triggers
- Many famous logos contain subliminal messages meant to make you associate the brand with certain ideas and feelings
- Once you know what to look for, you can start spotting the subtle cues brands sneak into their designs to win you over
- By examining subliminal advertising examples, we can better understand how marketers aim to sway our subconscious minds