September 18, 2015

Nutella's Selfie Jar Label Marketing Plan Turns Bitter

In an attempt to promote #mynutella, customers were given the ability to customize their very own Nutella jars online. What could go wrong? The idea was that customers could put their names on the jars, or something sweet like “Mom.” But the Internet is a terrible place, and when customers began adding labels like “diabetes” or “deez nuts,” Nutella took a stand and elected to not reward the Twitter troublemakers with a jar of hazelnut goodness.

“Given the power to make their own content, people's minds will dive into the gutter.”

Topics: Crisis Management, Crowdsourcing