NUTELLA Creative Strategy Copy Rough Comps Claire Richard & Taylor Gibson
NUTELLA CREATIVE STRATEGY OBJECTIVE Increase consumer understanding of Nutella’s delicious, chocolate and hazelnut taste and its variety of uses with other foods KEY CONSUMER INSIGHT/KEY FACT Consumers who already love Nutella are fanatics about it. For some, it serves as a peanut butter substitute or alternative for snacks or a spread for toast or bagels in the morning for breakfast. Others have discovered Nutella’s many uses as a spread or ingredient for a variety of baked goods.Since Nutella is doubly expensive as peanut butter, consumers purchasing it are either on a less-tight budget or believe Nutella’s good taste is worth the extra cost. TARGET AUDIENCE Nutella’s prime prospects are parents of both male and female children seeking a more delicious breakfast as well as college students and adults seeking a peanut butter alternate or substitute for snacks. They are willing to try new things and are interested in baking, cooking and eating. COMPETITION Nutella’s competition is peanut butter. It also serves as a spread to add flavor and enjoyment to toast, bagels, and snack foods. Chocolate and icing also compete with Nutella as baking ingredients and toppings. CONSUMER PROMISE Nutella, a healthy, hazelnut spread, provides a delicious, hazelnut taste with a smooth and creamy texture when added to any pastry or used as an flavor enhancer in a variety of baked goods and snacks. SUPPORT This smooth, hazelnut taste of Nutella can turn any bland breakfast food, snack food or baked good into a delicious chocolate, hazelnut treat. TONE & MANNER Advertising for Nutella should be informative and focus on flavor. It should display and make understood its delicious, creamy taste and many uses.
NUTELLA HEADLINES Your breakfast spread finally grew up. An Italian vacation served one spoonful at a time. Chocolate, hazelnuts and pure joy. Heavy on the hazelnuts Flavor so wrong, it’s just right. The serving size is just a small suggestion. An Italian with a thing for decadence Your naughty little Italian treat. The only way to fit this many hazelnuts in one jar. Not considered sinful, at least not yet. Nutty spreads just made a chocolate friend. Not one of the seven deadly sins…yet. The problem is finding something it isn’t good with. Dark, Italian, Smooth and Spoonable. Nutella’s fun by itself, but even better when it’s baked Never around long enough to expire. The rest of your pantry needs someone to look up to. The gold seal says it all. The sinful snack even the Pope can’t deny. We know it’s hard to resist, but please don’t lick the knife. The only rich Italian your significant other doesn’t mind around. The companion to all your toasted treats. Midnight or midmorning, it’s always the tastiest choice. The first adult treat that’s safe for children.
There’s a very tasty reason why God took human form. Chocolate, hazelnut taste goes with everything. What doesn’t go with chocolate and hazelnut? Delicious flavor for all your snack needs. Versatility goes a long way. Delicious taste takes it further. Famously delicious. Famously versatile. Versatility never tasted so good. Delicious taste. Versatile use. Chocolate and hazelnut perfection. Perfection in every bite. The perfect recipe requires the perfect ingredient. The perfect recipe requires the perfect ingredient. The perfect ingredient is Nutella. The perfect ingredient for any recipe. Rich, creamy taste perfect with any snack. Rich, creamy taste. The perfect ingredient. No other ingredient tastes as good. No other ingredient is good enough. Rich, creamy taste for all your needs. Delicious snacks, even more delicious. Perfect cookies, made even better.
Great taste starts with great ingredients. Chocolate and hazelnut--the perfect ingredient.
Chocolate and hazelnut--the perfect final touch. The perfect, final touch to any snack. The perfect, final touch to any recipe. The perfect ingredient for the good memories to come.
PRINT AD COMPS Headline: The serving size is just a suggestion. Copy: The versatile, smooth creamy treat that’s never around long enough to expire. Headline: Dark, Italian, smooth, and spoonable. Headline: Your best cookies, perfected. Copy: You’ve never made a bad cookie. But once you make Nutella your cookies’ secret ingredient, you can never bake without it.