Using 18 behavioral science principals we came up with 90 different ways to say $1 chips. The top 5 were tested against a control ad on Facebook using a measure of unique clicks over reach. The winner was the principle called anchoring whereby initial exposure to a number serves as a reference point and influences subsequent judgment about value. Our ‘anchor’ was the disclaimer; maximum 4 packets per transaction. So, the disclaimer became the claim: Our chips for $1 –only 4 (packs) per person.