October 25, 2012 09:00 ET

Trick or Treat: NetBase Measures Consumers' Halloween Candy Cravings and Toilet Paper Terrors

MOUNTAIN VIEW, CA--(Marketwire - Oct 25, 2012) - NetBase, the Enterprise Social Intelligence (ESI) Platform company, today announced its latest Brand Passion Index, analyzing consumer passion online for Halloween tricks -- toilet paper -- and Halloween treats -- candy brands. The Index is powered by the Insight Composer which measures the emotions, opinions and behaviors about five toilet paper brands: White Cloud, Scott Naturals, Angel Soft, Cottonelle, Charmin and six types of candy: Skittles, M&Ms, candy corn, Reese's, Tootsie Rolls, and Sweetarts.

When it came to Halloween treats, online consumers chatted about candy corn the most, but loved Reese's more. Candy corn generated 35 percent of the overall buzz among the six brands. Its Passion Intensity score of 82 and Net Sentiment of 55 placed the seasonal sweet in the middle of the pack. Consumers love candy corn because it's associated with Fall and Halloween, but complain about stomach and tooth pain from eating too much of it. Reese's generated a Passion Intensity of 80 and the highest Net Sentiment of 82, with only 19 percent of the overall buzz. The chocolate-and-peanut-butter treat is hailed as a guilty pleasure by many and is loved most for it's the newest mini product.

When analyzing Halloween's infamous trick of choice, toilet paper, NetBase found that Charmin generated the largest share of buzz and Cottonelle was the most loved. Charmin held 45 percent of the overall chatter, though it also returned the lowest Net Sentiment with a 54 and a Passion Intensity of 48 due in part to its texture and strange advertising campaigns. Cottonelle emerged as the most loved brand with a Net Sentiment of 85 and a Passion Intensity of 67. Social media users appreciated the quality of the product and expressed their loyalty for the brand.

Read what consumers are saying about Charmin.
The Charmin commercials with the bears with toilet paper stuck to their butts make me uncomfortable. #CantPassMomsInspection #Weird
Charmin always seems to clog my toilet!
Charmin is too soft and brittle for me

Read what consumers are saying about Cottonelle.
love the cottonelle toilet paper..very good quality.
Cottonelle is seriously the best toilet paper.
Guys, let's face it, Cottonelle is the best toilet paper. It's like clouds.
cottonelle is my fave bc for the money i feel it is the perfect balance of not too thin, not too soft.

Read what consumers are saying about candy corn.
I am going to get the worst stomach ache from all this candy corn.
Any more than two pieces of candy corn is an immediate stomach ache.
I can't eat too many pieces of candy corn at once. They make my teeth hurt -____-.
Candy corn is the best thing about Halloween. Hands down.

Read what consumers are saying about Reese's.
reeses peanut butter cup minis are the best.
as a reeses connoisseur, my expert opinion is that the new reeses minis are indeed the perfect combination of chocolate and peanut butter.
Reese's peanut butter cups are my #guilty pleasure.
Reese's Peanut Butter Cups is what I stock up for on Halloween. It is my guilty pleasure, so I always buy extra!

Each month, the Brand Passion Index (BPI) analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. Register for our next Demo Day about airlines here.

About NetBase
NetBase, the C2B Company, delivers the enterprise social intelligence platform that global enterprises use to monitor, understand, and engage with customers in real time. Using a high-precision natural language processing (NLP) engine combined with text analytics and machine learning, our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable marketing, public relations, market research, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker in the Wall Street Journal and our solutions are sold globally by SAP AG. For more information, visit, @NetBase, on Facebook page, LinkedIn, or YouTube.

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