From Function to Feeling

As GLP-1 medications reshape appetite and private label gains ground on taste, quality and function, branded products face a defining question: what can they offer that cannot be easily replicated? Andrew Wardlaw and Caitlin McLean explore why the next era of product design must move beyond ingredients, claims and immediate liking to engineer stronger emotional outcomes across the whole experience.

They examine how aroma, texture, ritual, packaging and sensory theatre can turn ordinary consumption into something more memorable and meaningful. Tiphany Yokas joins the conversation to discuss how Mondelēz is investing in elevated pleasure capable of shifting mood, with Toblerone’s move into luxury, gifting and experience illustrating how a familiar brand can build status, theatre and emotional value.

The episode also considers how creators are becoming a powerful distribution system for feeling, as Katy Hedge looks at the scale of Unilever’s creator strategy and the growing tension between authenticity and AI-enabled “ghost creators”. Together, the contributors set out a practical blueprint for brands seeking to become more distinctive, more rewarding and harder to substitute in a world where consumers may choose less but expect every choice to feel more worthwhile.

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