9:30pm – Thursday, May 31 on ABC1
British television presenter Alex Riley doesn’t get the whole obsession with brands. He’s happy to use a hand-me-down mobile phone and reckons he’s immune to the powerful lure of big name labels. But millions of consumers can’t resist – so how do brands make you buy them, believe in them, even love them? After meeting up with brand fanatics, Alex interviews the creators of market-leading brands to reveal the tips and tricks that help them sell vast quantities of sportswear, mobile phones and fast food.
In this episode, Alex is on the trail of the global food and drink superbrands. He travels the globe to find out how they became the global giants they are today and how they still want to double in size. From Heinz Baked Beans to Coca-Cola, he learns why they outsell their nearest rivals.
With the help of brain scientists, brand psychologists and the superbrands themselves, Alex discovers that their logo alone has the power to change our taste buds so we prefer them; while a brain scan reveals they have penetrated our brains so much that we recognise these food and drink superbrands as members of our own families.