Playing with Nutella

Playing with NutellaAlso this year, Nutella has an action in the Netherlands (like other countries) with as subject the logo Nutella. The action invites you to put anything on a Nutella jar in the typical look and feel of the of the Nutella logo. Like the example “hug”, the “h” is in black and “ug” in red.

This action is quite interactive: you invite customers to play with the trademark. The disadvantage is that if you play with your trademark you enhance the dilution of the graphic elements of the trademark. Consistent use of a trademark creates a strong trademark, the public will recognize a trademark by its graphic elements and colours. In the case of Nutella, this is the font with the first letter in black and the other letters in red. But if there are many variations, the strength of the logo is diminished. Of course, the brand Nutella is quite strong and can resist temporal actions like this. On the other hand, why put your logo at risk?

 

Arnaud Bos

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