When you've climbed down the ladder from consumer conflict to tangible benefit, the goal is to clearly make the connection between the product and the emotional conflict it resolves. Think about Kraft's Easy Mac. This kid-targeted version of good old macaroni and cheese wasn't sold on its 'just add water' premise. The commercials showed kids at home in the afternoon, making a snack for themselves and bickering as siblings do. Mom wasn't around-most likely, she was at work. This wasn't a fantasy vision of a perfect family; it was closer to a picture of how Mom hopes her kids are getting along before she gets home (able to work a microwave and get a decent snack). We weren't hit over the head with it . . . it wasn't even stated at all. The dialogue of the commercial was the smart-alecky younger sister bothering her brother as he made the Easy Mac. But it was a picture of life that was instantly understood by millions of women (and men): I want my kids to have something decent to eat, but I can't be there to make it for them.