I’ve said it before and I’ll say it again – I just don’t have much of a sweet tooth and I consistently opt for savory treats over sweets any day. So, when this week’s Brand Passion Index installment of the What Women Want series focused on cookies, I decided to rely more on the insights from my own family (four young children and a husband who have sweet teeth they can’t resist) and from the social media world, or as I like to call it, the world’s biggest focus group. Cookies made it to #6 on the women’s list and #5 on the men’s and the insights we gleaned were really interesting: Girl Scout cookies as a whole made the list, and one of its top sellers, Thin Mints did as well. Meanwhile, Oreos dominated the buzz, and similarly Double Stuf Oreos held their own in its own position on the list. Check out the rest below:
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
As I mentioned above, Oreos generated the highest volume of chatter for both men, with 69%, and women with 64%. I didn’t find this too surprising, given how incredibly popular these classic black-and-white cookies are. Again, I don’t eat Oreos, but the request for homemade cookies & cream ice cream using Oreos from my little ones comes with huge passion intensity. Verbatim surfaced from the women showed that they love to talk about eating Oreos with peanut butter, while men chat about sneaking into the kitchen for a midnight snack of Oreos (we all know they do this – right ladies?).
Women on Oreos:
Men on Oreo cookies:
And in a fascinating nugget, the most loved cookie for both men and women comes from Subway! My husband is an Oreo fan, but raves about the freshness of the Subway cookies and how delightfully devour-able they are. In a word cloud that I pulled for Subway in a recent analysis, I found that “sandwich” isn’t even the main topic of conversation – the cookies are! Check it out:
For women, Subway cookies generated a Passion Intensity of 100 (wow!!) and a Net Sentiment of 84. Women gushed about the cookies in general, but couldn’t get enough of the white chocolate macadamia cookies as well as the chocolate chips. Men’s metrics were similarly glowing, with a Passion Intensity of 91 and a Net Sentiment of 80. Meanwhile, they chattered about peanut butter and chocolate-flavored cookies – and like my husband, they praised the fresh taste.
Women on Subway cookies:
Men on Subway cookies:
So what’s your cookie craving? Let me know in the comments! And come back next time – in the final post of the series we’re talking smart phones!