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Unbelievable: Ferrero is Dumber than Coke


By Ken Magill

Remember the Mentos-and-Coke craze six or seven years ago? You know, the one where you drop a Mentos mint into a bottle of Coca-Cola and it erupts like a fizzy volcano?

Videos of the experiment were all over YouTube. Bloggers were writing about it. There was a bunch of news coverage and seemingly everybody was coming up with inventive ways to create Coca-Cola/Mentos geysers.

Okay, so remember how stupid Coca-Cola's official reaction to the craze was? You know, the one where the company said essentially: “We’re joyless weenies?”

For those who need a reminder, here is what a company spokeswoman said, according to the Wall Street Journal:

“It’s an entertaining phenomenon,” said Coke spokeswoman Susan McDermott, according to the Journal. “We would hope people want to drink (Diet Coke) more than try experiments with it.”

McDermott said the “craziness with Mentos … doesn’t fit with the brand personality” of Diet Coke, according to the Journal.

Doesn’t fit with the brand personality. Now what about the Mentos-Coke experiment wouldn’t fit the “brand personality?” Oh yeah. Fun. That would be it. Can’t have people buying shitloads of a product worldwide to have non-corporate-preapproved fun with it now can we?

Believe it or not, Coca-Cola’s corporate stupidity has just been topped.

Ferrero, SpA, maker of chocolate hazelnut spread Nutella, has just put a stop to World Nutella Day.

Sara Rosso founded World Nutella Day in 2007 to pay homage to her favorite spread and share recipes.

World Nutella Day has since grown to the point where its Facebook page has nearly 40,000 “likes.”

However, according to Rosso she recently received a cease-and-desist letter from the lawyers at Ferrero, SpA telling here to put an end to World Nutella Day.

“On May 25, 2013, I’ll be darkening the World Nutella Day site,, and all social media presence (Facebook, Twitter), in compliance with a cease-and-desist I received from lawyers representing Ferrero, SpA (makers of Nutella),” she wrote on her blog.

“They asked me to take down the site because they consider it to be an unauthorized use of their intellectual property and trademarks—the Nutella logo and brand,” Rosso reportedly wrote in an e-mail to Bloomberg BusinessWeek.

The announcement so far has drawn more than 200 negative comments on Facebook.

“I just bought Nutella the other day and took it back the store tonight after reading this post. When they asked me why I returned it I told them about the cease & desist and they said I was not the first person to do this,” wrote one commenter.

“Dear Ferrero, SpA I will now celebrate World JIF Hazelnut Spread Day, Your welcome!” wrote another.

Apparently the whip smarties at Ferrero SpA the “Nutella” is akin to the mark “Super Bowl.”

It’s not. “Super Bowl” has an astronomical sponsorship value the National Football League wants to protect from getting diluted by unauthorized use.

Nutella has no such third-party value. It would be one thing if Rosso was running a “Make-Your-Best-Nutella-Turd-and-Photograph-It” contest. But she was literally worshipping the stuff, for Pete’s sake.

Rosso claims she has interacted positively with Ferrero executives in the past and that she is still hopeful for a positive resolution.

Something tells me the dumbasses at Ferrero are getting a lesson in the viral Internet and the power of social media.


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Terms: Feel free to be as big a jerk as you want, but don't attack anyone other than me personally. And don't criticize people or companies other than me anonymously. Got something crappy to say? Say it under your real name. Anonymous potshots and personal attacks aimed at me, however, are fine.

Posted by: Kathy Y
Date: 2013-05-21 15:41:06

We hate social engagement! Boo! Hiss!