How to Make Your Product Irresistible Like Chocolate

Why do kids crave chocolate? It's because they can almost see, taste, and feel it to the point where they can't imagine going without it.

Similarly people don't buy products just for their features, they buy into a better version of themselves. They want to see themselves better than they are today.

So, if you can position your product as the bridge between where they are now and where they want to be, they'll crave it just like kids crave chocolate.

This strategy is why major brands stay successful. Why not leverage this for your own business if you truly believe in the value you provide?

Nike vs. Adidas

There’s a right and wrong way to connect with your audience. Let’s take a look at Nike and Adidas as an example.

If you recently watch the film Air, we'll agree that Nike often leads in the brand wars, particularly in the sports shoe market. While Adidas is a strong contender, Nike's marketing strategy gives it an edge. Nike often pushes boundaries, creating strong emotional responses. you can love or hate them, but you can’t ignore them.

Why? Nike doesn’t aim to appeal to everyone. Instead, they focus on creating a deep emotional connection with a specific group. If you’re in that group, Nike becomes your top choice.

Other brands, like Adidas, tend to play it safer, appealing to a broader audience. But Nike’s approach of being controversial and polarising has its benefits. It divides people into two camps: those who are hardcore fans and those who are not, and the first group is fiercely loyal.

Building a Loyal Customer Base

Other brands often miss this. They focus on broad appeal, which can dilute their message. Adidas, for example, has various slogans like "making history" and "first never follows" but none of these have the same impact as Nike’s “Just Do It.”

It’s easier for an Adidas fan to buy Nike if Adidas isn’t available, but a Nike fan will go out of their way to stick with Nike. The hardcore loyalty of the average Nike fan is stronger than that of the average Adidas fan.

You don't want customers to be indifferent about your brand. Your goal should be to create hardcore fans, people who crave your product like kids crave chocolate. You must align your brand message with the idea of a better version of the consumer.

I prefer Adidas to Nike, but I wouldn’t hesitate to buy Nike, New Balance or other sport shoes if Adidas weren’t available. Adidas needs to change that by making their message crystal clear: it’s Adidas or nothing!

Just consider Apple’s “Think Different”. In the original ad, there was not one Apple product in the ad video. And you would notice this with Nike too. Often times, their shoes are not in the ad. That is because the consumer understand what they are buying.

Apple and Nike doesn’t sell you a shoe or an iPhone, they sell you a concept that you already believe in.

Reconstructing an Ad

Now let's analyse this other campaign from Adidas “Because a soldier needs the right ammo.” While this metaphor is powerful, it may not fully resonate with a broader audience beyond athlete. The concept isn't obvious either.

Instead, consider this: “The Grind Behind Every Glory.”

This message connects deeply with a wide range of people, from successful athletes to students, entrepreneurs, and anyone who has achieved something significant. It captures the essence of the effort that lies beneath every victory, highlighting the often unseen hard work that leads to moments of success. The consumer easily see themselves through the ad as It provokes an emotional response.

This idea aligns well with Adidas’ existing slogans like “impossible is nothing” and “making history”. It also offers a way to challenge Nike’s dominance by positioning Adidas as the brand that truly understands and supports the hard work behind every achievement.

Adidas could also amplify this message by building a brand narrative around stories of famous individuals who embody this philosophy. By doing so, they could create a campaign that not only inspires but also fosters a strong emotional connection with their audience.

Now that you understand what makes a product brand appealing, how will you apply this to your own product?