The Maker of Nutella Makes Biggest PR Goof EVER

by Eric Harding | May 22, 2013 2:31 pm

Rule No. 1 in business: Let people enjoy your product.

Seems Ferraro never got the memo.

See, the maker of Nutella — the luxe hazelnut spread popular the world over — issued a cease-and-desist order[1] for intellectual property infringement to Sara Russo. The blogger’s crime? Organizing World Nutella Day[2], an unofficial holiday (and website) intended to celebrate all things Nutella.

The horror.

But Ferraro realized its mistake after the inevitable social media storm. A posting on Facebook (FB[3]) about the cease-and-desist garnered more than 200 comments. The most common (and obvious) sentiment: “You’d think they would happy for free publicity.”

In a statement to Bloomberg Businessweek, Ferraro said it was all a big misunderstanding.

The case arose from a routine brand defense procedure that was activated as a result of some misuse of the Nutella brand on the fan page. Ferrero is pleased to announce that today, after contacting Sara Rosso and finding together the appropriate solutions, it immediately stopped the previous action.

At least this story has a sweet ending.

Endnotes:
  1. issued a cease-and-desist order: http://www.businessweek.com/articles/2013-05-21/has-nutella-maker-ferrero-put-an-end-to-world-nutella-day
  2. World Nutella Day: http://www.nutelladay.com/
  3. FB: http://studio-5.financialcontent.com/investplace/quote?Symbol=FB

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