"Enter the heart of the secret." The structure with tinted windows, which installs itself on Wednesday for two days on the forecourt of the gare Saint-Lazare cultivates the mystery. Inside, the more adventurous will discover the innovation Nutella. They will have to accept to be filmed and promise to keep the secret to enjoy Nutella cookies, prior to its release in may.
The brand, which has three million fans on Facebook, is betting that consumers won't hold their tongue. "The goal is to create a buzz around the product, two months before the launch," commented Matthew Small, chief of product biscuits Nutella France. The operation will initiate the hostilities with a powerful communication plan. This cookie will be a third of the budget pub Nutella in France.
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This massive plan shows the ambition of the launch for the brand Nutella, a long time monoproduit, and that goes out for the second time in the segment of spreads. The ...