Ukraine has recently seen revolution, war, terrorism and economic crisis, news that has appeared all over social networks and news feeds—creating a “maximally negative information realm in the Internet,” as this drily humorous case study from AVK’s Kresko brand puts it. And a tide of negative posts and comments on social media only help to trigger feelings of fear and anxiety. So to launch these cookies, the confectionery company positioned them as having an anti-stress effect.
AVK’s humorous “World Web Antistress Project” asked consumers to click to specify their level of irritation, after which they received the “required dose” of positive content (dog videos, etc.) as a remedy. An Antistress Project Twitter account communicates with users directly and reinforces their feeling of annoyances, but offering a solution. According to the video, more than 30,000 users had engaged with the project in its first two weeks, and the brand had collected more than 5,000 likes. There’s always a place for good feelings and emotions—although giving freebies or discounts to the most irritated or anxious consumers could have helped boost the positivity factor.