Nutella unveils infectious sonic branding to spread positivity

The Ferrero Group has unveiled a fun and bold sonic branding for its hazelnut spread, Nutella. The new sonic branding is part of the group's World Nutella Day celebrations. Celebrated every 5th of February, World Nutella Day aims to bring together people in their love for the spread since its inception in 2007. 

The sonic branding, known as 'The Sound of Nutella', was created in collaboration with creative music agency MassiveMusic who set out to capture the feeling of enjoyment and create a sound that is consistent for all Nutella products. It also reflects the brand's values of positivity and togetherness.

Central to the sonic branding, is one of Nutella's key ingredients: hazelnut. Hazelnuts were dropped on a drum kit, tossed at guitars, shaken in a Nutella jar and poured onto a piano to explore what the nuts could do musically. A distinctive vocal line was then added on top, and the sound was later put together with a contemporary pop sound to create a lighthearted, fun and infectious track. 

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According to a statement seen by MARKETING-INTERACTIVE, research by Ferrero Group revealed that 77% of listeners felt the music fit the Nutella brand while 73% rated the sonic logo as memorable. 

In addition to its new sonic branding, Nutella is also ringing in World Nutella Day with the launch of a book titled The New Nutella World, written by Italian journalist and food writer Gigi Padovani. The book offers an in-depth look at the journey of Nutella and its evolution over six decades to the global brand it is today. 

Nutella fans in Rome can also look forward to an exhibition at the National Musuem of 21st Century Arts in Italy. The exhibition celebrates Nutella's 60-year journey and will be open to visitors until 20 April. 

Looking forward, the Ferrero Group will continue to explore new ways to surprise and delight its fans, while building on Nutella's legacy and Ferrero's confectionary expertise. This includes the launch and expansion of its new frozen bakery range, muffins, croissants, crepes and donuts. 

“World Nutella Day is a testament to the enduring power of our brand and the passion of our fans, which has cemented Nutella’s position as a cultural icon – celebrated even by books and exhibitions. At Ferrero, we are committed to continuous innovation, ensuring that Nutella remains a beloved part of people’s lives," said Thomas Chatenier, global president of Nutella at Ferrero. 

Nutella joins the likes of KFC and Cathay Pacific in exploring sounds to evoke emotions and transform the way consumers interact with the brand. In November last year, KFC recreated Jingle Bells into a tune to elevate consumers' dining experience. The track features low frequency bass-heavy and resonant tones to amplify the umami and richness of the food, while sharp and high frequency sound such as bells, chimes or staccato notes were used to heighten the sense of crispiness.

Meanwhile, Cathay Pacific's new sonic branding, unveiled in August last year, featured a journey-like musical composition to capture the love for travel and aviation. Known as 'Song of Cathay', the new soundtrack includes instrumentals and arrangements to evoke fond memories of travel and capture the spirit of adventure. 

MassiveMusic’s Ralph van, head of music said in an exclusive Q&A with MARKETING-INTERACTVE in November 2024, that brands need to exist in "so many more places today and a consistent and recognisable audio asset helps a brand unite all its communication, improve attribution, and reinforce its personality."

"In fact, brands engaging with music and sound strategically have up to a 33% advantage in emotionally weighted brand preference," he added.

In tandem, Bjorn Thorleifsson, head of research and insights at amp sound branding said that major brands will no longer just seek bespoke projects for their major campaigns, but rather sonic identities to represent their brand at every touchpoint.

"An increasing number of brands are recognising the value of investing in owned sound," said Thorleifsson in conversation with MARKETING-INTERACTIVE in February 2024.

He added that sonic assets can play a pivotal role in enhancing brand awareness, equity, and authenticity across diverse touchpoints. "By incorporating sound and music, potent drivers of emotion, brands gain an additional medium through which to convey their identity,” explained Thorleifsson. 

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