One of the most frequently cited examples used in the teaching of communication relates to the concept of stimulus and response. It is the story of the man who wants to be thought of as being funny.

He tries telling all his friends that he is funny, really he is very funny… and of course they don’t believe him.

Then he tries telling them a few jokes and he gets some laughs, so he tells some more and gets more smiles and laughs. Pretty soon all of his friends think he is a funny guy.

It is of course a great demonstration that the stimulus doesn’t have to be the same as the response. Watching the Dancing Eyebrows commercial for Cadbury’s, it dawned on me how the ad was a real demonstration of this principle. For a while Cadbury’s have been trying to tell me they are all about Happiness, now by making me smile they are starting to succeed.

This advert has also just been named the February winner of the Thinkbox creative awards!

I have just come across the new Häagen-Dazs ‘Five’ ice cream which (as the name suggests) contains only five natural ingredients.

Minimising the number of ingredients so you can not only clearly list them on the pack but communicate this ‘back to basics’ approach has become increasing popular with the food and drink brands. Other brands following this path include Stella Artois, Muller Little Stars and Becks Vier (http://www.becksvier.com).

With consumers and governments demanding clear labelling, increasing demand for natural products and an appreciation of honesty in marketing (‘does what’s in the tin approach’) Häagen-Dazs ‘Five’ is clearly on trend.

However I wonder if the new range from Häagen-Dazs is really being true to its brand? It feels a bit ‘stripped down’ to me. It also claims to have less fat and less calories than other premium ice creams. In my mind the Häagen-Dazs brand stands for ultimate indulgence and I wonder if people would really go for such a simple, natural ice cream if feeling in the mood for a proper treat?

When I’m in that ‘need state’ I always go for the full fat, full ingredients, fully indulgent version. Being half naughty just does not work for me. For me it’s either full on – or not at all.

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