Why Nutella's personalized branding strategy didn't work out
As companies continue to make fools of themselves by interacting with potential customers on social media, the popular hazelnut spread Nutella has created a personalized branding marketing strategy that hasn’t worked out the way it intended.
Nutella’s “Make Me Yours” campaign has been mocked by several social media users, as it set up a website for consumers to order their own personalized label of the product with an associated hashtag #mynutella.
As our sister site Business Review Australia reported, Nutella’s strategy began overseas earlier this year before hitting Australia last week. Customers were asked to submit their idea for a label, upload a receipt and receive their own customized jar of Nutella.
Although the response was positive early on most people on social media platforms look for laughs anytime they’re given the opportunity. Some of the recent Nutella memes include the label with the words “diabetes” “allergen” and “oops.”
It’s no surprise in the opinion of one public relations expert. InsideOut public relations director Nicole Reaney said she could see this coming, as the company never properly targeted its pitch and ventured away from its traditional audience.
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“When you hand the reins over to the public, you expose yourself to potential backlash,” said Reaney. “Sometimes that is a good thing. In this case however I’d say it’s a PR fail.
“Nutella is a brand that is marketed to families. In this particular campaign, it’s not families being engaged. It’s probably people in their teens and 20s having a bit of fun.”
Ferrero Australia expressed its disappointment in the public’s reaction.
“Although some people have chosen to use the campaign as an opportunity to create and post less than appropriate images online, most consumers have embraced it in the manner it was intended,” said Ferrero.
Nutella won’t reward those who have submitted social media pranks, as one of the conditions of the campaign was that all personalized labels are “subject to approval by the promoter.” It goes on to say submissions can’t be offensive, inappropriate, obscene or defamatory.
In the future, Reaney believes SME marketers need to be careful when using personalized branding, even though it seems like a good idea on the surface.
“The key lessons are to align your campaign to your target market and test it with a few people in that market to see if there is any chance of it backfiring,” said Reaney. “The other is always anticipate and pre-empt any negatives that can go wrong with a campaign and what steps you would have in place to resolve it.”
The morale of the story is it’s not always the best idea to go to the internet for feedback.
Jim Donald appointed the CEO of Albertsons
Donald, who previously worked as the company...
The Idaho-based grocery chain, Albertsons, has appointed Jim Donald as its new Chief Executive Officer.
Donald, who previously worked as the company’s President and Chief Operating Officer, will keep his presidential role.
The new CEO will replace Bob Miller, who will continue in his position as Chairman of the Board.
“Jim Donald has built an exceptional career in retail,” remarked Bob Miller.
“His knowledge of our company and industry is unmatched, and I know his contributions will be invaluable as we enter the next chapter of Albertsons Companies.”
“We look forward to tapping his experience in leading large consumer brands as we work every day to meet our customers’ needs, both in-store and online.”
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In his career, Donald has held positions such as the CEO of Starbucks and the CEO of Pathmark Stores.
The newly-appoint CEO also worked for Albertsons for 15 years, starting 1976, becoming the Vice President of Operations in Arizona.
“Albertsons Companies is uniquely positioned to operate in both a 'four walls' traditional environment and the 'no walls' world of technology,” stated Jim Donald.
“We serve 34 million customers each week across our 2,300-plus stores and serve 5.5 million patients in our 1,700-plus pharmacies.”
“That's a significant food, health and wellness footprint. We're well positioned to serve the evolving needs of today's customer, wherever and whenever they choose to shop with us.”
“I am looking forward to leading this dynamic company as we focus on innovation and customer-centric retailing in all its forms.”