Nutella Packaging and Peanut Butter Launch
As part of a collaborative project with CCAD and Interbrand, we developed a marketing plan to introduce Nutella Peanut Butter to the European marketplace. The challenge was that peanut butter is unpopular in much of the world outside of the United States.
We decided to introduce the flavor slowly, first with biscotti and updated packaging. The design was inspired by our trip to Berlin and Munich, Germany, where we interviewed potential consumers and were inspired by the street art.
We developed a ten-year marketing plan, updated packaging and branding, and created an advertising campaign.