More healthy chocolate

The number 1 reason ads fail:

Not the ICP. Not the Offer. It’s this.

It may be WHAT they want.
But it’s not HOW they want it:

Educating viewers? Do it how they love consuming.

Call to action? Invite them to a good time.

Using humour? Use their humour.

Producing content? Make their favourite kind.

People like eating chocolate more than salad.
Even though salad is better for them.
So make them healthy chocolate.