TL;DR

The insights and marketing teams at JDE Peet's use Neurons to boost the creative impact of campaigns and streamline alignment across stakeholders. In a recent L’OR campaign, the AI tool helped identify missing brand cues, guide edits, and enhance product visibility, resulting in a more effective and emotionally resonant creative.

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Turning Insights into Creative Advantage

Katharina Key, who leads Consumer Insights at JDE Peet’s, plays a central role in shaping brand assets, from packaging to full-funnel creative. Her team is embedded throughout the marketing process, from strategy to execution.

“Our insights team is involved early, not just at the validation stage,” she explains. Using Neurons, Katharina can evaluate early creative ideas, challenge assumptions, and provide evidence-based feedback that sharpens the work before it goes live

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Improving a L’OR Campaign with AI

For a new global equity campaign for L’OR, the team aimed to move beyond traditional product shots and embrace more emotional, lifestyle-driven storytelling. The shoot was designed to be flexible, producing a range of cuts from 60-second hero edits to shorter 15- and 20-second versions.

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First cut of the JDE L’OR equity campaign.

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Using Neurons, the team quickly identified a key issue: the brand presence was too subtle. In markets where L’OR is less established, this posed a risk. The AI heatmaps showed viewers’ attention drifting, with little focus on the brand.

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“Thanks to Neurons, we were able to move swiftly and with precision, gaining clear insights that guided impactful edits,” says Paola Canepa, Global Brand Manager L’OR. “These not only strengthened brand recognition but also enabled us to craft category-specific versions that enhanced product communication, all rooted in our equity messaging. The tool was also instrumental in guiding agency creatives toward delivering high-performing edits.”

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From Gut Feel to Grounded Feedback

Armed with these insights, Katharina collaborated with the internal marketing team and the external agency to refine the creative. They slowed the pacing, added stronger brand cues like the gold capsule, and improved product placement.

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Final cut based on Neurons insights.

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“Instead of debating based on gut feel, we had data. It shifted the conversation from ‘what we like’ to ‘what works.’”

This evidence-based approach accelerated alignment and made feedback more constructive. “I can now say, ‘This scene has high cognitive demand and here’s why it’s not working.’ That changes the dynamic completely,” Katharina adds.

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Empowering Insights Teams

Beyond campaigns, Neurons is helping elevate the role of insights across JDE Peet’s. It introduces marketers and creatives to concepts like cognitive closure, information processing, and visual hierarchy, making creative discussions more strategic.

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Neurons also proves invaluable when timelines or budgets don’t allow for full-scale consumer testing, offering fast, cost-effective insights that help teams make confident creative choices and set campaigns up for success.

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Build Stronger Campaigns, Faster, with Neurons

JDE Peet’s use of Neurons on the L’OR campaign shows how AI can improve creative impact while aligning teams around objective insights.

Now it’s your turn to do the same.

See how Neurons AI can help your team make smarter, faster creative decisions, grounded in science. Book your demo today!

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