How Kraft kept their healthier product secret to avoid the problem of expectation assimilation
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. - En podcast af Consumer Behavior Lab - Torsdage
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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 t...
