THE SOUND OF NUTELLA®
Our Nutella® brand is beloved worldwide, chosen by millions globally to spread positivity, feed togetherness and bring unbeatable taste to the table. Nutella is a story of innovation and passion - and has now been spreading smiles across the globe for an incredible six decades.
To keep Nutella surprising and delighting its fans across 170 countries worldwide, we are committed to continually evolving the brand, and growing its ever-expanding family of products. Until now, this has been focused purely on taste; from our unique spread through to biscuits, snacks, ice creams and even a plant-based version.
But what if we could expand the way you experience Nutella; going beyond taste? Well, we’ve done just that – we're excited to say that we’ve given Nutella its own unique sonic identity.
That’s right, we’re introducing ‘The Sound of Nutella’!
Taking Nutella beyond taste
‘The Sound of Nutella’ has been created in collaboration with creative music agency, MassiveMusic. The distinctive new soundtrack and sonic logo reflect Nutella’s values of positivity and togetherness, while exploring the sound of our signature ingredient: hazelnuts.
Both our new sonic logo and the full soundtrack are catalysts for positivity, just like Nutella itself. You can check it out here:
How we created ‘The Sound of Nutella’
To create ‘The Sound of Nutella’, MassiveMusic used hazelnuts and catchy vocals to evoke a feeling of positivity and togetherness. For Nutella we wanted a track with a contemporary pop approach that’s family oriented, which sounds warm and calm, and uses acoustic instruments.
To explore how to make hazelnuts ‘sing’ musically, MassiveMusic did everything from dropping them on a drum kit, to tossing them at guitars, from shaking them in a Nutella jar, to pouring them onto a piano.These sounds were paired with the instruments and vocals to create two versions of the soundtrack and four different versions of the sonic logo.
The next step was to conduct research with Loop, where they played the different versions of the soundtrack and the sonic logo to 2,400 consumers – including Nutella fans – across the UK, USA, France, Germany, Italy and Brazil. Participants rated the soundtrack and logo in terms of aspects such as ‘Appeal’, ‘Uniqueness’, ‘Memorability’ and ‘Brand Fit’.
From the consumer research, MassiveMusic were able to decide which sounds, harmonies and vocals would be the most fitting for one of the world’s most beloved brands.
The end result is a light-hearted, fun and infectious track you can't help but humming and smile at, with a fun blend of guitar, horns, catchy vocals and hazelnut percussion which combine into a something that the whole family can enjoy together.
Brian Barth, Head of Creative Direction at MassiveMusic worked on ‘The Sound of Nutella’. When asked about the process for creating a soundtrack for one of the world’s most-loved brands, he said:
“Nutella has built an iconic brand legacy which brings families across generations and people from different parts of the world together. Exploring the musical potential of the hazelnut was an exciting challenge; an exploration that enabled us to create a sound that truly reflects its taste and significance. With their new and ownable sound, Nutella can continue building brand strength and saliency across all channels for many years to come.”
Check out the track for yourself
As a brand, Nutella will only keep evolving and innovating. From the unique Nutella taste to a unique soundtrack, we love everything about ‘The Sound of Nutella’; after all, it reminds us of many happy moments while enjoying our favourite spread.
Got your foot tapping? Check out our video with more information on how ‘The Sound of Nutella’ was created here:
