Sweet Sadness Sells

Sadness Sells

With Purchase Intent jumping 8% after viewing this spot, Hershey’s in-house agency, C-Sweet, used “Mask Breath” to create one of the top performing ads of the 90 Monet has tested so far during the pandemic.

Upon analyzing what subconscious emotions drove the success, we found it was SADNESS & FEAR with a pinch of DISGUST. That’s some sweet sadness!

C-Sweet found the perfect recipe for COVID context, trend and timing to sell more mints.

The spot ranked #7 in evoking sadness and #12 in evoking fear. The dashboard view above shows the sadness peak in ‘Mask Breath… it’s real.” This was one of the rare times creatives wanted to hear that sadness leading to disgust actually sells.

Hershey’s CMO Jill Baskin, who launched C-Sweet with her colleagues, shared inside tips on pandemic content, analytics, and media strategy during this episode of “The Whole Picture”, a web series for content creators hosted by Monet Analytics.

The Monet AI-powered Humanized Data Platform is quickly becoming the new secret weapon of on-the-ball Brand, Agency, Entertainment, and Political content creators to find out which emotions drive consumer reactions.

Reply to this email for a quick demo on the patented Monet methodology or to measure the emotional engagement of your commercials, trailers, pilots, and social videos. Check out our site or watch the quick video linked below. We promise not to make you sad. ?

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