Comments on: Nutella: accidental brand or cult sensation?

By: Dennis Van Staalduinen

Dennis Van Staalduinen — Wed, 22 Jul 2009 19:27:41 +0000

I like this one.

A cautionary tale from someone who apparently ate too much…http://bit.ly/19yXqN

By: Lauren Hughes

Lauren Hughes — Wed, 22 Jul 2009 16:33:24 +0000

I say we try to find the best Nutella ad on youtube. Here’s my submission:

http://bit.ly/rrErA

By: Dennis Van Staalduinen

Dennis Van Staalduinen — Tue, 21 Jul 2009 14:44:14 +0000

Great comments as always. As it turns out, I had just added a small section dealing with the Futbol connection – so check it out.

As for advertising. I always get in trouble when I say things like “I’ve never seen an ad for… X” because, truth be told, I watch maybe an hour of TV a week. Isn’t that shameful for someone who tries to comment on consumer branding?

By: kaitlin

kaitlin — Tue, 21 Jul 2009 14:28:27 +0000

You’ve never seen an ad for Nutella? Really? The only reason I know that it has 13% hazelnuts and a full cup of milk is from the Nutella commercials that ran throughout the 90s.

Part of the reason why they haven’t had such mad branding in North America is that it was, until the last decade, an expensive import that was viewed as more of a speciality food.

As for what they should do next? Tread carefully, and contuinue social marketing by supporting school breakfast programs.

Sure, they aren’t offering traditional proof of purchase deals, but they are cross-marketing to other breakfast brands with coupons attached to their labels. In doing this, it’s encouraging parents to buy more and make for a more complete breakfast in ways they may not have considered (oh, I have to buy orange juice anyway and if I do, I may as well save 50 cents).

Also, they’ve sponsor the Canadian Soccer Association for just over a decade, a sign that they know some of the cultural associations of their brand (c’mon now. European football anyone?) and the growing importance of the sport amongst kids in Canada.