At Carter & Co., working with young, up-and-coming companies is one of the most exciting aspects of what we do. Entrepreneurs and companies of all sizes are driven by innovation, pushing the boundaries of our imagination to new limits. With their focus being on “what” they do, they often forget to talk about their “why”. Nutella takes a special look at their company’s “why” in their recent marketing campaign, “Spread the Happy.” In the first of Nutella’s four-episode series, we are introduced to Brooklyn and Delvar.
When watching this episode, it’s important to notice that Nutella’s “what” was never mentioned! There were no sneaky product placements, no mention of what was on the cupcake, nor the delicious taste of Nutella’s hazelnut spread. It simply highlighted that happiness spreads in the simplest of ways. Spreading the Happy is the “why” behind Nutella and that connects with their consumers in a very special way. After watching this video, we are more likely to crack a smile when walking by Nutella in the grocery store.
Whether you’re selling a hazelnut spread or developing the latest app, understanding the “why” allows you to connect with your audience. When consumers begin to connect with your “why” you are no longer selling a product, but an idea they can relate to.
For those who already know their “why,” make sure its at the center of your campaign. For those who don’t, Carter & Co. specializes in helping companies define their “why.” Lean more about companies we’ve helped by viewing some of our case studies.
Related Topics: Carter & Co. Communications, Branding, Media Relations, Social Media, Strategic Communications