> ## Content Index > Fetch the complete content index at: https://thechocolatelife.com/llms.txt > Use this file to discover other available public pages before exploring further. # Are YOU Marketing Your Chocolate Wrong? | #PodSaveChocolate Ep 150 - URL: https://thechocolatelife.com/are-you-marketing-your-chocolate-wrong-podsavechocolate-ep-150/ - Published: 2025-09-30T08:32:00.000Z - Updated: 2025-09-30T16:29:43.000Z - Description: #PodSaveChocolate Episode 150 is inspired by video shorts featuring the UK adman extraordinaire Rory Sutherland. He suggests companies are thinking about their marketing claims backward, among other misunderstandings. - Author: Clay Gordon - Tags: PodSaveChocolate, Live Stream **When and Where to Watch** 🗓️ The stream airs LIVE at 11:00 ****PDT/MST** (12:00 MDT, 1:00 CDT, 2:00 EDT) on Tue, September 30th, 2025. Links below to watch LIVE and to view the archived episode. [Are YOU Marketing Your Chocolate Wrong? | #PodSaveChocolate Ep 150OVERVIEW: #PodSaveChocolate Episode 150 is inspired by video shorts featuring the UK adman extraordinaire Rory Sutherland. He suggests companies are thinking…![](https://thechocolatelife.com/content/images/icon/favicon_144x144-35.png)YouTube![](https://thechocolatelife.com/content/images/thumbnail/maxresdefault-26.jpg)](https://youtube.com/live/aqM9XhGZBCU?ref=thechocolatelife.com) Click on this (shareable) link to watch on YouTube. Please subscribe (free!) to the [@PodSaveChocolate YouTube channel](https://www.youtube.com/@podsavechocolate/featured?ref=thechocolatelife.com), like this video, comment, and ****share** this episode to help grow the #PSC community. This ****LINKEDIN** link is shareable. [![CTA Image](https://thechocolatelife.com/content/images/2025/05/LinkedInLogo.png)](https://www.linkedin.com/posts/claygordon%5Fpodsavechocolate-lavidacocoa-thechocolatelife-activity-7378438694413910016-yvla?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAABaLUB44l0lzyoZ9nf9Lg8nfstgzLqxbg) Watch and comment LIVE or view the archived episode on LinkedIn. Join my network on LinkedIn to receive notifications and to refer business to each other. [Watch this episode on LinkedIn ](https://www.linkedin.com/posts/claygordon%5Fpodsavechocolate-lavidacocoa-thechocolatelife-activity-7378438694413910016-yvla?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAAABaLUB44l0lzyoZ9nf9Lg8nfstgzLqxbg) This ****FACEBOOK** link is shareabl [![CTA Image](https://thechocolatelife.com/content/images/2025/05/FacebookLogo.png)](https://www.facebook.com/share/1ZDiAHR3dx/) Watch and comment LIVE or view the archived episode on ****TheChocolateLife page** on Facebook (for 30 days, then watch the archive on YouTube). Follow [TheChocolateLife on Facebook ](https://fb.me/thechocolatelife?ref=thechocolatelife.com)to receive notifications and catch up on other content. [Watch this episode on Facebook ](https://www.facebook.com/share/1ZDiAHR3dx/) --- ## **Episode 150 Overview** I’ve been watching YouTube shorts in which O&M UK’s Rory Sutherland appears for longer than I can remember, and I have always been struck and inspired by his upside-down, inside-out, often contrarian takes. Over the weekend, one stood out to me as a marketing copywriter for chocolate maker and confectionery clients: 1. **Does the *order* of the claims made for a product matter?** In this short, Rory proposes that the *order* in which claims are made can affect consumer purchase behavior. > Ask yourself, before watching the short, which claim order is likely to be more successful: 1. Alcohol-free *before* beer; or 2. Beer *before* alcohol free? 0:00 /0:47 1× NA Beer – [Watch on YouTube](https://youtube.com/shorts/PVKwN8YblJU?ref=thechocolatelife.com) Rory suggests that claiming, “This is great-tasting beer that happens to be alcohol-free,” will be a more successful framing than “This is alcohol-free beer.” When marketing your chocolate, this suggests that: - Chocolate \[that is vegan\] *may* be a more successful wording than vegan chocolate. - Chocolate \[that is sugar-free\] may be a more successful wording than sugar-free chocolate. - Chocolate \[that is allergen-free\] may be a more successful wording than allergen-free chocolate. --- 1. **Are you focusing on the wrong elements in your branding and packaging?** 0:00 /1:07 1× San Pellegrino – [Watch on YouTube](https://www.youtube.com/shorts/czYq0xj9nx4?ref=thechocolatelife.com) 0:00 /0:46 1× Rounder = Sweeter – [Watch on YouTube](https://youtube.com/shorts/WJUnrLuC3Gg?ref=thechocolatelife.com) 0:00 /0:39 1× Apple Ignores Nerds – [Watch on YouTube](https://www.youtube.com/shorts/N6GZg8Sl%5Fb0?ref=thechocolatelife.com) 0:00 /0:57 1× Train Journeys – [Watch on YouTube](https://www.youtube.com/shorts/Bywe3NUOB1I?ref=thechocolatelife.com) 0:00 /0:39 1× Secret Discounts – [Watch on YouTube](https://youtube.com/shorts/pno3WpoyT94?ref=thechocolatelife.com) --- 1. **Is consistency *under*rated by specialty chocolate makers?** 0:00 /0:48 1× McDonald’s – [Watch on YouTube](https://www.youtube.com/shorts/mF%5FNSicawNc?ref=thechocolatelife.com) --- ### **Connecting the Dots** **What are the connections to the question, “Are you marketing your chocolate *wrong*?”** In his talks and writing, Sutherland links **laziness** and creativity, preferring elegant solutions over brute force. Sutherland observes that actions often precede reasons and that *attention directs what we deem important*, so deliberately redirecting attention can “hack” priorities. 1. **Think Psychology first, media second.** Don’t start with “Should we do TikTok or Instagram?” Start with the human decision: what makes someone pick up a bar, justify a premium, or gift it? Then choose media that best expresses that psychological trigger (e.g., scarcity cues, story arcs, tactile packaging). 2. **Use attention as a lever.** You can’t directly command feelings, but you *can* direct attention. Spotlighting origin stories, fermentation method, or chef pairings shifts what feels important to a buyer, reframing the purchase from (for example) “chocolate” to “culinary provenance.” [If You Make Food Round It Will Taste SweeterRory Sutherland tells how medicine becomes more effective if you change their colors and why round form food tastes sweeter.The colors and shapes of everyday…![](https://thechocolatelife.com/content/images/icon/favicon_144x144-36.png)YouTube![](https://thechocolatelife.com/content/images/thumbnail/oardefault-6.jpg)](https://youtube.com/shorts/WJUnrLuC3Gg?ref=thechocolatelife.com) --- ### Who is Rory **Sutherland**? [BE GOOD AT TWO THINGS feat. Rory Sutherland: Vice-Chairman of Ogilvy UK | Every London OfficeEpisode 4 features Vice-Chairman of Ogilvy & Mather, Rory Sutherland. Filmed at Ogilvy UK; Rory discusses issues with recruitment, how a degree of randomness…![](https://thechocolatelife.com/content/images/icon/favicon_144x144-32.png)YouTube![](https://thechocolatelife.com/content/images/thumbnail/maxresdefault-24.jpg)](https://www.youtube.com/watch?v=AyhLUyXwYYY&ref=thechocolatelife.com) Sutherland champions breadth, curiosity, and psychological reframing over rigid career planning. [Successful businesses contain an element of absurdity | Rory SutherlandWatch the full debate at https://iai.tv/video/taking-leave-of-reason#redbull #cocacola #businessadvice #rationality #irrational![](https://thechocolatelife.com/content/images/icon/favicon_144x144-31.png)YouTube![](https://thechocolatelife.com/content/images/thumbnail/oar2.jpg)](https://www.youtube.com/shorts/lt783hl774A?ref=thechocolatelife.com) --- ### **Questions?** If you have questions or want to comment, you can do so during the episode or, if you are a ChocolateLife member, add them in the Comments below at ***any*** time. --- ### **Episode Hashtags and Socials** #cocoa #cacao #cacau #chocolate #chocolat #craftchocolate #PodSaveChoc #PSC #LaVidaCocoa #TheChocolateLife --- ### **Future Episodes** 🗓️ ****Tuesday, October 14 – 11:00 am PDT/MST** [Midwest Craft Chocolate Festival](https://www.midwestcraftchocolatefestival.com/?ref=thechocolatelife.com) Preview with founder [Dustin Cornett](https://www.chocolat-inn.com/?ref=thechocolatelife.com) 🗓️ ****Friday, October 17 – 11:00 am PDT/MST** The Changing Landscape of Cacao Sourcing 🗓️ ****Tuesday, October 21 – 🕛 Starts at** ****12:00** **noon 🕛 PDT/MST** Interview and Tasting with Tandy Peterson of [Embers Chocolate](https://emberschocolate.com/?ref=thechocolatelife.com). --- ### **#PodSaveChocolate and #TheChocolateLifeLIVE Archives** **To read an archived post** and find the links to watch archived episodes, click on one of the bookmark cards, below. [Pod Save Chocolate Calendar and ArchiveNews, views, and conversations on topics in cocoa and chocolate streamed live to YouTube, LinkedIn, and Facebook. #PodSaveChocolate!![](https://thechocolatelife.com/content/images/size/w256h256/2020/12/JR_Pods60x60FavIconCutoutButtons.png)The Chocolate LifeClay Gordon![](https://thechocolatelife.com/content/images/2023/11/TagImageBanner-PodSaveChocTagFinal_1920x1080-5.jpg)](https://thechocolatelife.com/pod-save-chocolate-calendar-and-archive/) [#TheChocolateLifeLIVE ArchiveNews, views, and conversations on topics in cocoa and chocolate streamed live to YouTube, LinkedIn, and Facebook.![](https://thechocolatelife.com/content/images/size/w256h256/2020/12/JR_Pods60x60FavIconCutoutButtons.png)The Chocolate LifeClay Gordon![](https://thechocolatelife.com/content/images/2023/03/solen-feyissa-WG7v_wYZW4Q-unsplash-CalendarFeatured1920x1080.jpg)](https://thechocolatelife.com/thechocolatelife-live-calendar/) [PodSaveChocolateHosted by Clay Gordon, the creator and moderator of TheChocolateLife.com, #PodSaveChocolate covers a wide variety of topics in the worlds of cocoa and chocolate. The video versions of this podcast are hosted and archived on YouTube, LinkedIn, and Facebook. Click on the PodSaveChocolate link in the top nav on TheChocolateLife for the links to the post accompanying each episode.![](https://pnc.st/static/img/256x256.png)Pinecast![](https://social.pinecast.net/preview_card/podcasts/covers/d3730dca-0711-4720-9ef3-3b18918c1f0d/TagImageBanner-PodSaveChocTagFinal_1920x1080.jpg?title=PodSaveChocolate)](https://pnc.st/s/podsavechocolate?ref=thechocolatelife.com) Audio-only podcasts --- ## Not a Member? Live The Chocolate Life – Live La Vida Cocoa! Sign up for Free to comment and receive members-only content. Subscribe Email sent! Check your inbox to complete your signup. No spam. Unsubscribe anytime. 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