For the first time Nutella planned a specific communication for the Christmas holidays
It is a traditionally profitable moment of the year for chocolate pralines and for this reason Ferrero aimed at a unique and distinct message and tone of voice for its famous chocolate spread.
It was necessary to delineate a relevant message to consumers to be communicated during the holiday season. It was also necessary to create a guideline and define a system to communicate it consistently across different countries.
A research showed that consumers look up for recipes based on Nutella more frequently over the Christmas period. The new Christmas communication was then created around the assumption that people are willing to stay together during the holidays, cooking with joy the seasonal cookies.
The style guide defines a system that must convey these key messages: Christmas, family and recipes. The visual elements to do so are the key visual (a pot with a Santa hat with a Nutella filled biscuit and the pay off Christmas never tasted this good!), some decorated pine branches and a white wooden background. Despite all elements must be present a degree of discretion was allowed so that they could be adjusted to local communication needs in different countries.