Nutella Joins The Ranks Of Social Media Failures

You’d think by now that brands would have figured out how to behave in this post-social world. But no — every so often, along comes a brand determined to destroy its own reputation online.

Latest epic social media #fail: Ferrero, makers of Nutella.

Here’s how the disaster was reported on Gawker:

Many brands would kill for a hugely popular, entirely fan-fueled International “holiday” dedicated to expressing affection for their product by buying it by the boatload.

But Nutella, which had exactly that in World Nutella Day, decided instead to kill it.

nutella fail

The annual celebration of all things Nutella was ordered to cease and desist by Ferrero, the hazelnut spread’s manufacturer.

Nutella superfan and World Nutella Day creator Sara Russo announced the news on her blog, Nutelladay.com, late last week:

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

All the media coverage generated by that announcement (Time, BusinessWeek, Adweek, News Australia and about 1500 others) led to a belated change of heart:

Positive direct contact between Ferrero and Sara Rosso, owner of the non-official Nutella fan page World Nutella Day, has brought an end to the case.

Ferrero would like to express to Sara Rosso its sincere gratitude for her passion for Nutella, gratitude which is extended to all fans of the World Nutella Day.

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.

Add Ferrero to the list of companies that just don’t get social media.