In Brief

BeyondDark conducts a brainwave reading experiment with consumers to validate the creative copy in their campaign. Should other brands follow suit?

Does eating chocolate make you happy? How much can one piece of chocolate affect your mood? While it’s a feeling that’s hard to articulate, many chocolate brands try to capitalize on this ‘love’ for chocolate through marketing campaigns. Take for example, Hershey Bliss. The product tagline, ‘One Square Inch of Bliss,’ promises consumers a feeling of ‘perfect happiness’ (aka the definition of bliss) when eating the chocolate. But how can Hershey be so certain? What substantiates their claim beyond clever marketing?

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