Nutella - Wake Up to Nutella

Malcolm White and Isabelle Leveque

Nutella could be seen as a popular part of the breakfast ritual in many countries, but in the UK the brand faced a problem as many Mums saw it as a chocolate spread and classed it as a treat rather than a breakfast food.

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...

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