As London's Independent reports, "The researchers found that the Coke label stimulated a huge increase in activity in parts of the brain associated with cultural knowledge, memory and self-image -- so much that the scientists could use brain scans to predict which soft drink an individual was likely to prefer."
Thankfully this inside information will forever remain locked in the ivory tower of pure research. "We are not trying to figure out how to market something better," one of the researchers explains. "We want to be able to better understand how brains work so that we can cure more neurological disorders." Uh huh.