Nutella – Wake Up to Nutella

Principal Authors: Malcolm White, Isabelle Leveque - Krow Communications
Contributing Author: Nick Pugh - Billetts Marketing Investment Management


This paper contradicts one of the most deeply held, and oft repeated, marketing maxims-that brand image takes time to turn, like a proverbial supertanker.

We'll demonstrate how we in fact created an almost immediate shift in Nutella's brand image, using advertising to turn the brand through 180 degrees from being perceived as an infrequent treat to a new, much more positive, and valuable position as a breakfast food.

We'll also show how this repositioning of Nutella had significant commercial consequences. We attracted over one million new customers in just over a year, leading to dramatic increases in volume and value sales.