Eating chocolate releases endorphins, dopamine, serotonin and oxytocin, the four brain chemicals responsible for happiness, so no wonder we reach for it when we’re feeling the opposite. A Snickers “hunger algorithm” analyzed 14,000 Australian social media posts a day to determine their sentiment. If the internet was angry, the price of Snickers in the nation’s 7-Eleven stores went down.

The candy bar changed price over 5,000 times in five weeks and the campaign generated 30 million media impressions, leading to a 1740% increase in social traffic and sales up by 67%.