Nutella Name Labels UK- Experiential Marketing

In October 2015, Company Ferrero decided it was time to create a new campaign for their product, Nutella. The idea of consumer perception will be used in this blog post to show how the new Nutella campaign will affect the perception of the product.

Nutella is a hazelnut chocolate spread that is very popular with many audiences, but especially the younger generation. However, the company came up with a plan to gain more exposure and attention from other market segments. The logo for Nutella is very well-known across the UK and Ferrero took this as their advantage to sell the same product, but make it more personal for individuals.

The brand decided to create personalised labels for all consumers, in which they could then collect a unique code on the bought jar and create their label online. Consumers were also able to have the choice to create labels for friends and family and get them sent directly to their homes; therefore creating a experience for others too.

Online label creating process

This idea is a great example of experiential marketing, as it helps connect an individual to the brand. The sensory threshold of this campaign acts as a just noticeable difference. This means that the little changes and adjustments are just noticeable by the consumer, but does not change their view of the brand. This works for Nutella, as the only change is the name on the label, however the same colours and font are used; therefore meaning that when the jars are sent as gifts to other people, they are still able to notice which brand it is.

Although the idea might seem like a very smart move by Ferrero, it is not the first time that it has been done. During the summer of 2013 and 2014, Coca Cola created a 'Share a Coke' campaign, where they changed the name on the logo to popular names and then created more with personalised names. The idea was to bring happiness to people by getting consumers involved in finding bottles with their and their friends and family names on and then sharing pictures online to show their satisfaction. This is an extremely good example of how consumers participate in promoting a brand, as the use of social media such a Facebook and Twitter allowed other people to see the images of bottles people were posting online and therefore made them want to create their own 'Coca Cola experience'.

Share a Coke campaign

The fact that the name change on labels idea had been done before, shows that re-using marketing methods can be an advantage for businesses, as they know it has worked before. However, this does depend on the target market and how significant the changes are to the design of a brand, as experience can be perceived differently for each individual and some changes may lead to the brand becoming unrecognisable.

Although, as the campaign is still relatively new, it will be interesting to see whether it can become as successful as Coca-Cola's attempt. This marketing method of re-using another company's idea may become the future of promotion if Nutella are able to create a high amount of experiential impact and prove that it works through an increase in profit.