Nutella Quit Thinking
The benefit of email is that it allows agencies to send a mass message to a lot of media outlets at once.
The drawback of email is that it allows agencies to send a message to a lot of media outlets at once.
Let’s say, for instance, that you’re a sugar-packed spread that tastes of chocolate and disappointment. And let’s say that you’ve admired from afar Coke’s personalised Coke cans. And four years later, you’ve decided it’s time to jump in and, erm, borrow the idea.
What better media outlet to tell all about it than sugar-sceptic healthy eating site, I Quit Sugar?
Well done, Momentum Worldwide. That post from IQS detailing sugar content, dodgy vegetable oil, health problems and marketing to kids certainly does trigger some robust debate. And it will make a great cutting for the client campaign report.
The Nutella announcement
Meanwhile, you can personalise your own labels on the Your Nutella website. It’s fun.
12.10pm update: As is Twitter’s wont, things ave escalated, with various other Nutella label contributions riding the social media wave…
I nearly pissed myself when I read “Anal Lube ” – how funny is that !!
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Brilliant work by this agency. Probably banking on people being inappropriate and it going viral in the aftermath… no publicity is bad publicity.
Campaign should win an effie.
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I wouldn’t say brilliant work by the agency at all.
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Won’t somebody think of the children?
It almost impossible to fathom that they couldn’t predict this. But they didn’t..oh and how they’ve been punished.
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Considering how conservative the Nutella/Ferrero brand normally is I am so shocked they let this go through. On the other hand, it’s hilarious and Gen Y will love it.
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Wonder how much the social media guru charged for that
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What is this? 2007? Wonder how much they paid for this ‘idea’.
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I feel like some Nutella now.
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Theyve created quite a shit sandwich
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And here we are, with the Woolies ANZAC socmed bloodbath-
Still Fresh in our Memories.
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If they are smart they should embrace the fun of it and release some of these labels for purchase. But they will just try and squash it and make it much worse for themselves. Most big brands have no idea how to ride a viral wave.
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lolololol hilarious!!!
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Hang on a minute here guys. Wasn’t Momentum the agency that actually came up with the coke campaign idea? Yes I know it was executed by the ATL agency but I’m sure it was Mo that had the origins.
Well done Mumbrella, pretty tasteless article and you can guarantee they won’t be advertising jobs with you in future.
I really sincerely hope this campaign does well for Nutella.
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Jason, maybe this will herald the creation of the Anal Lube pizza!
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Luckily their product is so well loved it doesn’t require a huge amount of promotion. Look at Nutella donuts – popular because of Nutella. Choc hazelnut cream donuts would not have been so successful.
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My favourite thing out of all of this is not checking your distribution list of foodies before sending.. and sending your nutella release to I Quit Sugar.
Mistake or not, it’s genius and was bound to get her attention.. and writing.
and now, bring on the wonder of UGC labelling. Nutella should absolutely embrace it and have some fun in the way that cadbury did.
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