Not because I ever thought it was nutritious and was swayed by recent legal action, but because it’s addictive. At least to me it is. Give me a box of graham crackers and some hazelnut spread and this girl is set. And I’m still thinking about the Nutella cookie recipe I tried. Talk about decadence. Man! (Now why did I have to see the photo of these cookies? I might have to make a grocery store run.)
You might remember my June blog post about the California mom who sued Ferrero—the makers of Nutella—over false advertising claims that the spread is “nutritious” and constitutes a “healthy breakfast.” After the company settled this suit, I noticed a Nutella ad on the back cover of the September 2012 issue of Parenting magazine.
I compared this ad to the past television commercial and noticed three changes in the way the advertising copy promotes the product:
Less emphasis on the nutritional value of Nutella—The television commercial says that Nutella is made with “simple quality ingredients,” which to the untrained ear suggests that Nutella is somehow nutritious. The print ad plainly states that, “Each jar contains hazelnuts, skim milk and a hint of cocoa,” making no claims about the nutritional value.
Use of the word “balanced”— The phrase, “…turn a balanced breakfast into a tasty one, too” suggests that Nutella customers use the product to enhance an already nutritious breakfast.
Focus on making a good breakfast even better— The commercial emphasizes using Nutella to get kids to eat breakfast—because a slathering of something sweet definitely helps the cause. The Parenting magazine ad makes this case even clearer.
Share with us: Examine the ads for the products you consume. Do you notice any words or phrases that have you asking, “What exactly do they mean by that?” Do they make any claims that upon second glance seem far-reaching?