The Psychology of Why People Buy: The Brainy Business’s YouTube Launch
Melina Palmer: Welcome to episode 529 of the Brainy Business, Understanding the Psychology of why People buy. Today’s episode is all about launching our brand new YouTube channel and the brainy journey that brought us here. Ready? Let’s get started.
Announcer: You are listening to the Brainy Business podcast, where we dig into the psychology of why people buy and help you incorporate behavioral economics into your business, making it more brain friendly. Now, here’s your host, Melina Palmer.
Melina Palmer: Hello. Hello, everyone. My name is Melina Palmer and I want to welcome you to the Brainy Business Podcast. If you’ve been listening for a while, you know that I love exploring new ideas, but only when the time is right. That moment has officially come for one space I can’t wait to talk about. After years of dreaming, testing, waiting and fine tuning behind the scenes, I’m so thrilled to announce that we’ve officially launched a new YouTube channel called @BrainyMelina. Yes, this is different from the existing Brainy Business channel, which still features every podcast episode with audiograms and continues to be updated weekly. Nothing is changing there, and nothing is changing here on the podcast either. This show isn’t going anywhere. And thank you to everyone who has made it such a success for the past seven years. This new channel is something I’ve wanted to do forever. And it’s finally possible to because we laid a strong foundation first. If you caught episode 523 on not yet, you know that timing and readiness matter. And while I wanted to jump into video years ago, I knew we needed to do it right. And that meant waiting. Thanks to Aaron joining the company full time in early 2024, we were able to revamp nearly everything in our business last year. Our offerings, packages, backend processes, the website, email, even a reorganized framework that clearly aligns our content into five key categories. That work gave us space to launch consistent video content we’re genuinely proud of without having to compromise anything else. Now, let me tell you, we really, really tried to make our existing podcast interviews work as YouTube videos. We even tried editing them into short clips on combined themes. And while they were interesting as audio, they just didn’t have that spark in video form. And that led us to a crucial insight. Not all content is built for every platform. And, you know, that’s okay. We realized we didn’t want to dilute what was working here just to force something into a format that didn’t fit. So we went back to the drawing board and asked a really important question. What kind of video content do we want to create? Not just for the Brainy business brand, but also for me, Melina Palmer, a person interested in human behavior, decision making, applied behavioral science and business and making that all relevant and usable for real people, being able to kind of open up and use that restriction as an opportunity. And so we spent months watching content, researching YouTube trends, getting advice and learning what works and what doesn’t. Ultimately, we decided to launch a new channel, @BrainyMelina. All is one word at Brainy B R A I N Y Melina M E L I N A so the algorithm wouldn’t be confused by our long history of podcast only audio first content. And let me tell you, starting from scratch is humbling, but in the first few weeks we’ve already gotten great feedback, thousands of views, and even some comments from total strangers who really get what we’re trying to do. Still, we’re at the very beginning of this journey. So if you like me and the podcast and want to support our expansion into video, I would be so thankful if you would take a moment to subscribe to @BrainyMelina on YouTube. Again, all one word B R A I N Y M E L I N A on YouTube and maybe even share it with a friend. So what’s on the channel we launched on July 6, 2025, marking seven years of this podcast with a video all about the fascinating flop that was Crystal Pepsi. You’ll hear that full audio next. And there are also videos up now about the Disney Vault strategy, skip it. And a bunch of 60 second shorts we call why It Works, where I analyze brand moments and campaigns through a behavioral science lens in just a quick minute long bite. And of course we’re testing and exploring more content ideas, maybe some reaction videos, habit change experiments, behind the scenes vlog content, and whatever else our community is curious to learn about. That’s really the beauty of having this new channel too is we can explore and let it be what it’s meant to be without feeling restricted by what we already have that exists. So if you do have thoughts on what you’d love to see there, please, please send them my way. Or even better, leave a comment about it on YouTube. I also want to take a moment to shout out Aaron, who is doing all, all the video editing now. He jumped head first into this new skill set and it’s crushing it. The visuals, the pacing, the story, it’s all so thoughtfully done and I’m seriously so proud of what he’s creating and it’s allowing us to make together. If you love it too, which I think you Will, when you go check it out, give a shout out to him in the comments. Say thank you Aaron. we appreciate, appreciate him so much. And now I do know this intro is a little longer than usual, but it felt important to set the stage. And I do want to say once again, the podcast is not going anywhere and we’re not moving platforms, we’re just expanding our offerings. And if you’ve ever thought about launching something new, I hope this inspires you to ask whether it’s a, not yet or a now’s the time. And whenever you feel good about doing so, please come share it with me on social media so we can celebrate together. There are links to connect in the show notes and make it easy along with links to subscribe to the new channel. Check out my top related past episodes and books, ways to get in touch and more. It’s all within the app you’re listening to and at thebrainybusiness.com529.
The Curious Case of Crystal Pepsi
Melina Palmer: Now let’s jump right in with the full audio from our very first long form YouTube video, the Crystal Pepsi Behavioral Breakdown. What do you think? Have you ever tasted Crystal Pepsi? No actually I haven’t. It doesn’t really taste like Pepsi. What do you think? That’s weird. Can you imagine investing millions into a product launch only to have that be your customer’s first reaction? Well that’s exactly what happened with Crystal Pepsi. But here’s the thing. It wasn’t a terrible idea. In fact, it was kind of brilliant. So what went wrong and what can you learn from it? Lets hop in that mental time machine and roll back to the early 90s. It was the era of purity. Bottled water, fat free everything. Ugh. Remember Snackwell’s cookies? They were not very tasty treats and my mom used to buy them all the time. Let me tell you, they were definitely not Oreos. Anyway, cola sales were slumping and Pepsi wanted to make soda feel fresh again. So they pitched a bold idea. Lets make a clear caffeine free version of Pepsi. A soda that looks healthier even if it isn’t. And honestly that made sense. Shout out to Pepsi’s 90s AD team. Because the Crystal Pepsi commercials were epic. Dramatic visuals, surreal imagery and yes, a full on Van Halen anthem that made you pay attention right now. Underwater baby? Check. Snow globe? Check. Slow mo. Bike rides? Check. Absolute chaos. Checkity check. Check. There is a link in the description to the full commercial. It’s a ride. And hey, while you’re down there subscribe. And hit the bell so you don’t miss the next deep dive into brands brains and behavioral quirks.
The Behavioral Breakdown of Crystal Pepsi
Melina Palmer: All right, back to Crystal Pepsi. In the beginning, it worked. The ads stirred curiosity. Test markets went wild. People were calling friends. Ah, shipping six packs across state lines. David Novak, the Pepsi exec behind the product, called it the hottest news in the category. In its first year, Crystal Pepsi made $470 million. But then it fizzled. It was even named as one of the top 10 product fails of all time by Time magazine. not the list you want to be on. But why did something that started so great fall so flat? While curiosity can get people to try, it takes something else to make them buy again. Crystal Pepsi looked like it should taste like sprite or 7up. Something clean, crisp, citrusy. But it tasted like a, flattish cola. People weren’t just confused, they were disappointed. One reviewer said it tasted like cola flavored candy smell smells. Another comment compared the aftertaste to modeling clay. And the clear bottles didn’t help. It turns out so does brown for a reason. Color protects the product. Without it, the drink degraded and started to taste like shoe polish if left in the light too long. Oof. Yikes. And you want to know the wildest part? The flavor scientist behind Crystal Pepsi, Surinder Kumar, the genius behind Nacho Cheese Doritos, was not never told the original Pepsi formula. So he had to recreate the taste without knowing what was in it. Even Novak admitted later, would have been nice if I’d made sure the product tasted good. yeah. Just a minor detail. But this isn’t just a story about taste buds. Here is where our brains come in. Let me explain with a childhood story. And yes, I fully admit this was maybe just a little bit mean. I used to love hair. Handing someone a glass, having them close their eyes and say, hey, you want some milk? But it wasn’t milk. It was orange juice. Now, keep in mind, they liked orange juice. But the second they took that first sip, the face they made. Oh, it was priceless. Disgust, confusion, betrayal, all in one twitchy expression. Because when your brain is geared up for that cold, creamy smoothness, and instead it gets a spot splash of acidic citrus, it’s not just your tongue that is thrown off your brain. Totally short circuits. See, your brain is basically a high speed prediction machine. It’s constantly guessing what’s next, using past experience, context clues and mental shortcuts. And when something matches those predictions, Boom. Dopamine. That’s the brain’s little nailed it moment. But when reality swerves, when your mouth Says milk incoming. And your taste buds yell, smile. Sour alert. That’s called expectation, disconfirmation. And it does not feel good. It’s not just the flavor, it’s the psychological betrayal. That prank. That is exactly what Crystal Pepsi put in a bottle. And let’s be clear. People weren’t mad that it was weird. They were mad that it lied to their brain. You see Pepsi, you expect caramel colored cola, something bold, familiar, a little fizzy. But what poured out looked like Sprite and smelled like a Yankee candle. And that mismatch created chaos. So what’s the lesson for your business? It’s really simple to say, harder to do. Don’t just ask, will people like this? Ask what will people expect this to be? And build from there. Because if you don’t set expectations, clearly your audience will make their own assumptions. And you might not like what they assume.
Lessons from Lay’s “Do Us a Flavor” Campaign
Melina Palmer: Just look at the, much more successful promotion from one of Pepsi’s sister brands, lay’s and their do us a Flavor campaign. When you crunch into a salty lay’s potato chip, do you expect to be met with the flavors of bacon, Mac and cheese, west coast truffle fries, cappuccino? Probably not. But these flavors weren’t meant to be classics. They were conversation starters, edible dares that turned a snack into a story. Lay’s tapped into our novelty bias. We’re wired to notice what’s strange and unexpected and with limited time flavors, they layered in scarcity too. It wasn’t about perfect taste. It was about framing the chip as an experience. A little weird, a little fun, and totally shareable. Which makes me wonder, what if it had originally been called Crystal by Pepsi instead? That tiny shift changes everything. It lets your brain expect something new while still tying into the brand it promised. Something iconic, and instead, it was weird. Let’s remember though, weird can win when it’s intentional. So go ahead, be bold. Be weird. Just be sure that the expectation is crystal clear. Especially if you’re Pepsi. Thanks for watching. If you found this breakdown helpful, subscribe and hit the bell so you don’t miss the next one. And as a little reward for sticking around, check out the Saturday Night Live parody Crystal Gravy. It’s gross, it’s hilarious, and it’s behavioral economics in the most disturbingly slippery form imaginable. I’m Melina Palmer, and until next time, remember to be thoughtful.
Melina Palmer: So what got your brain buzzing as you learned about the curious case of Crystal Pepsi? For me, I always come back to the lesson that setting a clear expectation is everything. A product doesn’t have to be bad to fail, it just has to surprise the brain in the wrong way. And if you want to see the visuals that go along with what you just heard and support our new adventure into video content, head over to YouTube and subscribe to @BrainyMelina. B R A I N Y M E L I N A Again, search for that as one word and there are already more videos live, with new ones dropping regularly. And once again, remember, Brainy Business Podcast isn’t changing. This show will continue to be audio first and brainy as ever. But if you’re ready to see behavioral economics in action, video adds a whole new dimension. And if you have an idea for a cool video, even something totally different than what we’ve done so far, I would love to hear about it. Post a comment on our @BrainyMelina YouTube channel or send us an email to let us know the idea. The good thing about being new and at the beginning of this journey is we have all the opportunity to try all the things. There are links to everything in the show, notes along with ways to get in touch, top past episodes and more. It’s all waiting for you at. Ah, the brainybusiness.com529. and just like that, episode 529 on the launch of the @BrainyMelina YouTube channel is done. Join me Tuesday for another Brainy episode of the Brainy Business Podcast. It’s going to be a lot of fun. You don’t want to miss it. Until then, thanks again for listening and learning with me, and remember to be thoughtful.
Announcer: Thank you for listening to the Brainy Business Podcast. Melina offers virtual strategy sessions, workshops and other services to help businesses be more brain friendly. For more free resources, visit thebrainybusiness.com.
