Nutella – Wake Up to Nutella
Principal Authors: Malcolm White, Isabelle Leveque - Krow Communications Contributing Author: Nick Pugh - Billetts Marketing Investment Management
WHY THIS PAPER IS WORTH READING
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 treatto a new, much more positive, and valuable position as a...