The photo is yummy. The headline stinks.
Talk about a missed opportunity.
Just look at this ad and how quickly does a better headline come to mind?
For me, it took all of 3 seconds.
(Click the photo a couple of times to read the body copy.)
It’s almost easy enough for a pre-schooler. Yet the copywriter, copy chief, marketing director, and everyone else involved either didn’t know any better… or simply kept their mouth shut. (Which is another way of saying they didn’t know any better.)
This is one of the best examples of advertising know-how ignorance. Not that these examples are so tough to find. But this one is simply so glaring.
Enough yakking. Tell me what they SHOULD have written for the headline. Don’t worry about submitting a polished, finished headline. Just tell me what you think the head SHOULD say. Take all of 60 seconds to do it.
My guess is that the readers of this blog know better than the people on the company payroll(s) responsible for this deliciously bad disaster.
Have at it…
Drew
P.S. Don’t forget to click twice on the ad to enlarge it enough to read the body text. 😉
CA$HVERTISING: The Psychology of Response 
Simply place in large FONT in a red ‘bubble’…
“45% less fat”
they will then read it.
how about you rate the comments suggested by the users and perhaps point out why others are better and why others are not so good
Want Some?
FLUFFY Chocolate, wrapped in CREAMY Chocolate, slipped into a candy wrapper & waiting for you.
Contact us for a special offer at 3 musketeers.com
Big, Fluffy Chocolate – Now with 45% Less Fat!
Less Fat – More Chocolate!
Why have a headline at all? I consume many words, but I do not eat them. The ad does not want me to read the ad, but to buy the candy bar. The words, in this context, can serve two purposes: Be an attention getter to get the reader to look at the ad in the first place, which is better done by an image (e.g. of a candy bar…); or try to lead the user to a more positive mode by manipulation, which is unlikely to work well in this context—and which takes the attention of the candy bar.
If, contrary to the above, a manipulation attempt is made, then a simple “Hmmm yummy!” (as suggested by Omar) would likely work better, through its brevity, more relevant message, and the “direct line” to the stomach.
Mmmmmmm…
I Love Chocolate
…and now it has 45% less fat than the average chocobar.
Do you like chocolate? Try this
Hmmm yummy!