World… Nutella Day!?
On 4th February it’s World Cancer Day
. Now that, I get. Another great opportunity to raise awareness of the issues surrounding the disease. On 11th February it’s International Hug a Tall Person Day (apparently!). A tongue-in-cheek campaign to promote hugs and happiness. Whilst rather random, I love its silly and worthy intentions. But, at the risk of offending Nutella lovers around the world, I cannot believe that 5th February is World Nutella Day
. It’s actually a ‘thing’ – now in its 9th year!
Founded by a Nutella fan and blogger in the US, such is the passion for the product that the celebration very quickly achieved global reach, uniting fans in one forum to relieve their nutty obsession! In 2015, Ferrero were handed the rights to manage the Day – a fantastic brand opportunity to explode the ‘movement’ with expert strategy and creative, plus crucially, big budgets. Fair play to them.
It reminded me of other examples where consumer passion has fuelled a brand’s transition into another category, e.g. a brewery in the US has just launched an Oreo-flavoured beer
, and who’d have thought there’d be demand for a candle that smells like a new Apple Mac