We live in a world where we are continuously exposed to images, advertisings, logos at the fast pace of consumerism. Everything seems to pass through, without leaving a mark. It is nothing like that. To get in the head of the consumer and impress him is the aim of the marketing plan of companies, mainly those in the FMCG industry. The instruments to obtain that are many and different one from another and the strategy mainly depends on the product industry, on the market and on target consumers, but the outcome is always uncertain, given the high subjectivity of consumers' behavior.