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Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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How Kraft kept their healthier product secret to avoid the problem of expectation assimilation
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations.
Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.
92 episodes
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