Using Behavioral Analytics to Personalize Lead Conversion Strategies

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Classic Nutella, sold and loved around the world.

Now imagine, you’re a food manufacturing giant, Kraft. You’re thinking, “We sell thousands of food products and have huge brand awareness and market share. We don’t currently compete in the hazelnut spread category but why shouldn’t we?!?”

But there’s a problem.

When customers like you close your eyes and gambling data singapore picture what a jar of hazelnut spread looks like, you don’t think Kraft. You think Nutella.

So how did Kraft decide to take on the king of hazelnut spreads? They picked an enemy. One they felt would polarize the market. But instead of picking one of the usual suspects and competing on factors like nutrition value, price, or taste, they dug deeper and invoked a hidden enemy that most consumers have likely been overlooking for years.

Take a look at Kraft’s 15-second ad below.

Kraft is invoking the controversial use of palm oil in Nutella as their enemy. Indeed, Palm oil is the second ingredient in Nutella after sugar.