Another chance for subliminal advertising

Ok, I'm too busy once again and haven't taken the time to check out the article myself..but here's a summary, which is probably wrong... since they all seem to be...

US marketing entrepreneur James Vicary pioneered the notion of subliminal advertising in 1957, when he claimed movie-goers who were exposed to screen messages lasting only 0.003 of a second for Coca-Cola and popcorn then rushed to buy these products.
Scientists, though, failed to replicate his results and Vicary admitted in 1962 that his research was fabricated.
But by that time, outrage had prompted many countries to outlaw subconscious flashed messages on TV and in the cinema.
Now, though, University of Nijmegen researchers in the Netherlands have revisited subliminal advertising and discovered that, if conditions are right, it can successfully promote a brand, New Scientist says.
In a first study, the team asked 61 volunteers to perform a nonsense task -- counting a string of Bs on a screen -- while a 23-millisecond message flashed up.
One group received the words "Lipton Ice" for the iced tea brand, while the other, called the control group, received the meaningless words "Nipeic Tol."
After this work, the guinea pigs were asked to rate how thirsty they were and to choose what drink they would order, between Lipton Ice and a popular local brand of mineral water called Spa Rood, if they were sitting on a cafe terrace.
Those who rated themselves thirsty were likelier to choose Lipton Ice, but only if they had received the subliminal message.