Here’s Why Ads That Celebrate Eating in Secret Work

We think more about the things we hide

Woman smiling in front of a chocolate dessert
Eating on the down low can intensify cravings, among other advertiser-coveted effects. Getty Images

Chances are you’ve come across this scenario in a commercial: A woman, weary from the demands of modern life, finds a quiet place to recharge by indulging in a pint of ice cream or bag of chips. The moment she’s alone and able to pop off the lid or tear open the packaging, the exhaustion in her face quickly turns into contentment.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.