McVities, the makers of biscuits and snacks, have a series of new adverts out. The one that caught my attention yesterday was the one where the puppies came out of the digestive biscuit pack.
They have a bunch of adverts which involve cute animals. Like this one
Buy our food because when you eat it you’ll be able to get the same feeling as you do when you cuddle a cute animal
There are people these days calling for a sugar tax. There are people that blame the big corporations for making too much rubbish food.
But all the advertising companies are doing is understanding psychology and using it to make sure their message gets through. This is what they have always done. You can’t sell based on experience because people haven’t yet bought the product. So you have to tap in to the emotions to get people to make a purchasing decision. After all would you buy the biscuits if this was the advert?
In fact, it is only ever down to us what we do or don’t eat. But often that choice is hijacked by our subconscious – by food having an emotional meaning. This is what the advertising companies know.
The other day I came home from seeing clients in Aberdeen to my daughter saying
“Mum, Dad gave me diet coke and sweets and I’m not supposed to have them”
I laughed and told her it was her choice to eat them not her dad’s fault for giving them to her.
It is always our choice. Unless it isn’t. Unless it is the choice of our subconscious.
In the McVities advert, all they are doing is tapping into something that is true for many of us: eating certain foods makes us feel good.
When I work with weight loss clients, I don’t care what you choices you make. It is none of my business what size you are, what choices you make, how much exercise you do. All I care about is giving you the freedom to make your own choices, without the emotions making them for you.
Freedom to choose. That’s all I care about.
If you would like my help, remember I can see you in person in Dundee and Aberdeen or online using Skype/Facetime.
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