The Anatomy of Craving, or What All That Brand Money Isn’t Buying
Every year, brands spend fortunes on nostalgia — the polar bears, the holiday trucks, the Santa on retainer — betting that feeling is what sells the drink. So we tested it. We asked 467 people what actually makes them crave a Coke, and the results were unkind to the marketing budget: not the beloved icons, but cold, wet, in-motion liquid — condensation on glass, a bottle at the lips. People don’t crave the brand. They crave the drink.
