Question the nature or veracity

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Take a look at Kraft’s 15-second ad below. Kraft is invoking the controversial use of palm oil in Nutella as their enemy. Indeed, Palm oil is the second ingredient in Nutella after sugar. So is palm oil really that bad? Research from Harvard Medical School reveals that consumers shouldn’t be especially concerned with the health implications of consuming it. Rather the controversy around palm oil lies primarily in the environmental impact of its production.



Of course, consumers watching this commercial aren’t likely paraguay cell phone number list toof Kraft’s argument. Rather, they’re more likely to recall the negative connotation associated with this ingredient the next time they walk down the supermarket aisle and make an emotional decision about which product to choose. Why Hidden Enemies Transcend Regular Pitches The power of invoking a hidden enemy goes beyond the emotional reaction to the enemy itself. After all, Kraft could have positioned their competitive product touting that it’s available at half the cost, has a richer taste, or that it comes in three different flavors.



But one of the key drivers of the emotional response to hidden enemies lies in simply teaching the customer something new! In the bestselling book Talk Like TED: The 9 Public-Speaking Secrets of the World’s Top Minds, author Carmine Gallo talks about how teaching someone something they didn’t know ignites a spark: