Who Consumes The Most Chocolate?

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Still hungry? :

Do people really love to eat chocolate?! According to David McKenzie in his article “Who Consumes The Most Chocolate?” 91% of all women and 87% of all men admit to eat chocolate, it may not be on a daily basis but it’s on a regular basis (David McKenzie 1). Scientifically, Chocolate changes the mood of their consumer as it increases serotonin levels in blood, which is the happiness hormone. As a result people feel happier every time they eat chocolate. That’s why chocolate companies clutched the opportunity and started to develop different ads to grab the consumers’ attention and increase sales. Since there are various types of chocolate, companies used different ad themes to differentiate them. For example, Moro: charge your energy-- Kit Kat: have a break have a Kit Kat — Twix: Need a moment? – Snickers: you’re not you when you’re hungry. Snickers is one of the most successful brands of chocolate that have huge number of consumers. One of the most successful campaigns was “You’re not you when you’re hungry.” It’s based on the idea that when you’re hungry you’re not quite yourself. As a result of the campaign, there was a 5% growth in sales worldwide. The Egyptian versions of

the ads were major hit in Egypt. This ad especially was creative and its idea of rhetorical appeals was conveyed to its viewers.

The rhetorical appeals are considered major factors in the strategy of persuasion. The snickers ad used the logos appeal to convince its audience about their product as their ad was based on logical evidences. The qualitative research done by the company showed that people tend to make mistakes when they’re hungry; for example they tend to make spelling mistakes if they’re working on empty stomach. Another r...

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...n the ad grabbed the audience’s attention and made them buy what was presented by using sarcasm, humor and daily situations. The ad achieved its purpose and raised the sales. This campaign was more successful than the previous one and caused a huge jump in the company image to the whole world. The ad was a creative one that differ from other traditional ads of the other companies when they used normal people to act in it.

Work cited:

McKenzie, David. "Who Consumes the Most Chocolate?" The CNN Freedom Project Ending Modern-day Slavery RSS. CNN 17 Jan. 2012. Web. 22 Mar. 2014.

"Pathfinder Report Global Packaged Confectionery Trends." Government of AgricultuAgri-Foodre Market and Industry Services Branch. Euro-monitor International, 2009. Web. 22 Mar. 2014.

“You’re Not You When You’re Hungry” .Effie Awards. Effie.org. N.p., 2011. Web. 22 Mar. 2014.

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