Relational Consumption

As fewer meals are eaten in groups, brands personify food to fill the void

Implications - Food is an inherently personal topic, as it is often consumed in close company, which subsequently engrains emotional connections. This notion of the consumer relationship with food is being explored closer than ever with brands personifying products and bolstering the personal nature of consumption with more tenacity. As fewer meals are eaten in the company of others and a sedentary lifestyle takes dominance in the mainstream, the concept of food as a consistent friend is creating new correlations that not only strike odd connections, but also create inseparable bonds.
SCORE 4
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357,234 Total Clicks
May 13 - Mar 14
Mild
Featured Examples
Break Up Gum Commercials - Sarah Silverman Breaks Up with her Coffee Breath in this Orbit Gum Ad
SCORE 5.6
Warm 2,186 Clicks Pub: Mar 19, 14
Break Up Gum Commercials
Sarah Silverman Breaks Up with her Coffee Breath in this Orbit Gum Ad
Breaking up is never an easy thing to do, but the new ‘Orbit’ Gum ad shows that it is a simple task when breaking up with bad breath. Sarah Silverman takes her place as a business woman... [More]
Comical Beef Head Ads - This Yogurt Commercial is Sure to Make Anyone Laugh
SCORE 5.1
Warm 1,456 Clicks Pub: May 19, 13
Comical Beef Head Ads
This Yogurt Commercial is Sure to Make Anyone Laugh
Yogurt commercials are mostly targeted towards the female demographic, but this yogurt commercial from the ‘Powerful Yogurt’ caters to both sexes in hilarious fashion. The commercial showcases... [More]
Heartwarming Cab-Sharing Campaigns - This Coca-Cola Christmas Ad Encourages Sharing Taxi Rides
SCORE 3.9
Mild 1,189 Clicks Pub: Dec 24, 13
Heartwarming Cab-Sharing Campaigns
This Coca-Cola Christmas Ad Encourages Sharing Taxi Rides
It wouldn’t be Christmas without a heartwarming Coca-Cola Christmas ad and this one truly communicates the joy of sharing. This year, Coca-Cola teamed up with the DAVID ad agency to set up... [More]
Virtually Personalized Bread Campaigns - Dempster’s Has Created a Romance Novel for Consumers
SCORE 3.6
Mild 990 Clicks Pub: Feb 12, 14
Virtually Personalized Bread Campaigns
Dempster’s Has Created a Romance Novel for Consumers
Dempster’s is giving every Canadian who has a Facebook account the opportunity to be part of its new digital campaign promoting the new Zero bread. The tagline for the Dempster’s Zero bread is “... [More]
Personified Candy Counselling Ads - Butterfinger Peanut Butter Cups' Ad Unifies a Solid Couple
SCORE 3
Mild 756 Clicks Pub: Jan 25, 14
Personified Candy Counselling Ads
Butterfinger Peanut Butter Cups' Ad Unifies a Solid Couple
This year Nestlé will be debuting its first ever Super Bowl commercial, promoting its new Butterfinger Peanut Butter Cups. This teaser ad shows Mrs. Chocolate and Mr. Peanut Butter in couples... [More]
Smudged Lipstick Food Commercials - The McDonald’s Commercial Shows Women Tempted by Sundaes
SCORE 2.4
Untested 634 Clicks Pub: Aug 12, 13
Smudged Lipstick Food Commercials
The McDonald’s Commercial Shows Women Tempted by Sundaes
Advertising agency TBWAFRANCE has created a humorous commercial to promote delicious sundaes from McDonald’s. The setting is an interview process. Each young woman is extremely chic, however the... [More]
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