Nutella

1. Irma Geldiashvili & Sharon Zwach

7. “Tell usYour Story”
“Tell usYour Story”

14. Love, shared experiences, relationships,
happy, content.
PERSONAL
COLLECTIVE
BENEFIT
NATURALLY HEALTHY: High
quality, crafted precision,
product freshness, careful
selection of the finest raw
materials, respect and care
for our consumers
Emotional
For me
For all
RATIONAL
USAGE

16. • Bringing sweet
moments of
Hershey happiness
to the world every
day
• Make anything
your new favorite
thing.
• Quick and easy
ways to enjoy Jif
Hazelnut spreads!

17. VS

18. COLLECTIVE
BENEFIT
Emotional
PERSONAL
For me
For all
Spreads makes any treat
more tasty. Browse the
possibilities
• Love, shared experiences,
relationships, happy, content.
• respect and care for our
consumers
USAGE
Rational
Make anything your new
favorite thing.
Quick and easy ways to enjoy
Jif Hazelnut spreads
Balanced meal: PB&J
sandwich is a popular staple
American meal/snack

21. What do you think of?

26. Valley of the Flowers, INDIA
PARIS
AFRICA
A SUNNY ISLAND

27. 27.8%
33.3%38.9%

40. Ferrari
Alfa Romeo
Fiat
Volvo S60
Bug
Lada Niva
Honda Civic
Hyundai Sonata
Caravan
Jeep
Volkswagen
BMW
Mercedes

42. 73%
83.7%
81.2%
70%
80%

43. Brand Personality & Positioning
Nutella is:
• A deliciously unique spread made from the
combination of roasted hazelnuts, skim milk
and a hint of cocoa. Nutella has no artificial
colours or preservatives.
• Can be a part of a balanced breakfast
Target group:
• Parent with children 5-13 years
Unique Selling Points:
• The creaminess
• The high quality ingredients
• The hazelnut content (13%)
Brand personality:
• Positive, emotional, active, natural, fun, social
• Nutella is a spread of happiness jar!
CoreValues:
Quality, family, pleasure and naturalness

44. Consumer Insight
Bread combined with sweet spreads is a good solution for breakfast but sometimes only peanut butter/jam
is a bit boring. Only with Nutella you can spread ”happiness” on bread.
Only with Nutella you can spread
Happiness on food
Values:
•Quality
•Family
•Pleasure
•Naturalness
Brand Character
Brand
Essence
Brand Supports (Attributes)
Competitive Frame
All sweet spreads
Target
Ages 1-30
Personality:
• Positive
• emotional
• active
• natural
• fun
• social
-Original and unique taste
- High content of hazelnuts
-High quality ingredients (cacao,
hazelnuts, milk)
Brand Benefit
Spread
Happiness

50. https://www.youtube.com/watch?v=EbmueS6sHPM
https://www.youtube.com/watch?v=r3GSpsYMMA8
https://www.youtube.com/watch?v=5Fv5c3YuWMk