Can emotions sell iced tea? The client’s question Some brands and products, particularly those in functional categories, can successfully market themselves by claiming tangible benefits and driving rational decisions. Here at SKIM, we have built up an expertise in this area which has transformed into a best practices framework. However, other scenarios call for the use of emotions, and using marketing claims and brand messages to evoke key emotions in consumers. Recently, we were tasked by our client, Marco, from a leading beverages brand, to help him understand which emotions are most applicable for driving purchase intent of iced teas in the US and how to craft messages which evoke these emotions. Our approach The first step of our approach was to understand the market by looking at what

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