Last but not least: Nutella is now involved
Nutella is one of the most popular brands on Facebook. What’s particularly impressive is that the most successful fan pages were often unofficial ones. For a long time, people wondered why Nutella didn’t actively capitalize on having such enthusiastic fans.
Just last year, Ferrero even called on the founders of "World Nutella Day" to stop using the brand illegally. In doing so, the company missed an incredible opportunity. People with genuine enthusiasm gave up their free time to organize a global brand event and Ferrero could not bring itself to cooperate with them.
The Italian agency McCann is now launching a global campaign that finally does just that. On the website Nutellastories.com anyone can post their personal experiences with the spread. One of the initiators of "World Nutella Day" has been involved in the campaign and calls for an official Spot to take part. Unfortunately, the stories submitted so far are still pretty bland. (sis)
