Personalised Nutella jars

Nutella's personalised jars 

following the trend of product customisation all over the world. Nutella also launched it's own campaign of personalised jars. This is a great way of getting customers to buy their products, they understood that a name is the biggest identity for a person. The project was success all of the Europe and the Middle East, it was launched as a way of thanking it's consumers.  The Jars are sold in local supermarkets and they can also be personalised online. 

According to www.Levelmarketing.co.uk 78% customers stated that brands that create unique and personalised products are more interested in building a relationship with them. Product involvement this refers to a consumer's level of interest in a particular product , most people consume nutella therefore it is a product they do not think twice about buying it this means there is no perceived risk in buying the product . Message involvement  has been a big influence in the 'your nutella your way' people rushed to shared their own personalised jars on the likes of social media sites such as Facebook, Twitter and Instagram.

However the campaign got a lot of backlash from social media, some people were adding rude words of the jars. This shows that social media is not always a good way to advertise products because word seems to spread quicker on social media and people are likely to write honest opinions and it can stop other people from buying the product.  Some people on social media felt that nutella was copying coca-cola's share a coke campaign. Coca-cola launched it's 'share a coke' campaign in the summer of 2013, with the realisation that many people in Australia were not consumers of coke. This was a great way to market it's product to a wide audience it was successful.

Personalition is a great way for companies to stand out from the crowd and is also a great way to market products. However Nutella did not stand out much because coca-cola has already done what they are doing and they could have came up with something different that no one else has done yet.