“In consulting with Jeep, Rapaille discovered through his focus-grouping sessions that the code for Jeep is “horse,” i.e. that “horse” was the unconscious association people made with their Jeeps. So he advised Jeep to make the headlights round instead of square, to look like eyes, and apparently sales picked up. Elsewhere he discovers that the French consider cheese alive, while Americans consider cheese dead, and advises Kraft to emphasize sterility in its cheese advertising (this is why you now see pre-shredded cheese in the supermarket, packaged in re-sealable bags—because placing a re-sealable bag in a fridge creates an unconscious association with placing a body bag in a morgue, and assures the American mind that the cheese is dead and therefore safe to eat!)”
