nutella & go packs

The ultimate study buddy that goes wherever you do.

problems with image direction

• 2012, lawsuit.• “The ASA stated that only small amounts of sugar and fat

are recommended as part of a balanced diet and as the spread contains 55% sugar and 31% fat the advert should not be shown again,” (Mintel).

• Solution: redirect purpose and engage new audience.

Redirection, phase 1.

• Nutella USA launched a “breakfast tour” in 2012.• The “breakfast tour” involved Twitter, as well. The city

with the most tweets using the hashtag “Nutella” plus their city by December 15th would win a visit from the Nutella truck and five thousand free jars of Nutella (Mintel).

Redirection, phase 2.

• Market to young adults and college students across the nation.

• Campus tours• Primary tour• Final prize

• Twitter, Instagram, Facebook and Pinterest

Ads

• Campus newspapers• Advertise upcoming Primary Campus Tours promote Final

Campus Prize.• Magazines such as Seventeen, Sports Illustrated, US

Weekly, Parents Magazine and InTouch • Target existing customers (mothers purchasing for family)

with new direction.

Magazine Ads

Twitter, Instagram, Facebook and Pinterest

• For promotion and public cooperation for primary campus tours which will add into the final competition.