Nutella maker Ferrero wants you to tell it what you want. The confectionary creator is indulging consumers by delivering free mini jars of Nutella to those who use the “send me a sample” feature on their Amazon or Google voice assistants. Here’s how the promotion might pan out for peanut butter’s sweet counterpart.
Infamous for its reputation as a breakfast spread disguised as dessert, Nutella isn’t exactly an everyday essential (though enthusiasts strongly disagree). So while regularly re-upping on consumer packaged goods such as shampoo and laundry detergent through voice commerce makes sense, this might not be the case for Nutella.
However, Nutella’s digital presence has plenty of sweet spots. Its smooth good looks and versatility in the kitchen make for 1.6 million followers on Instagram and a grid chock-full of rich content. The brand’s average post scores nearly 19,000 interactions, according to Gartner L2’s Digital IQ Index: Food. This gives us reason to think that Nutella might be able to market the voice commerce initiative effectively.
In general, CPG brands haven’t been the quickest to catch on to voice commerce, partly because of the fear that the tactic will help competitors scope out what works and doesn’t work to more profitably curate their own counter-products. Still, as interest in voice assistants surges, taking part in the trend seems worth the risk for Nutella. By giving consumers a taste of what it’s like to have instant access to something they want, but don’t need, the spread supplier could boost impulse buys and lay the foundation for more solid and sustainable loyalty in the future.