Nutella - Smile Jars
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Focus on the emotional side as opposed to health benefits. -Rise and Smile giving people a reason to smile is key -Increase Sales -Give consumers a reason to buy -Want people to go from: I rarely buy Nutella to the vision which is I buy Nutella at least once a year. They want to generate a role for Nutella and talkability at Christmas, typically a quiet period. Their insight people are looking for multiple thank you gifts for the end of the year and token/add on Christmas gifts. Big objective is to lap the success of personalised labels in 15/16.
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