On March 20th, CandyIndustry.com reported that Ferrero, the makers of the greatest thing ever to come in a jar (sorry, Vaseline), would have to change a TV spot they made.
The British Advertising Standards Authority didn’t have a problem with the creative, so much as the messaging. They believed the spot to break TV advertising standards code rules, calling it both misleading and inaccurate.
According to Ferrero, Nutella is a “part of a balanced breakfast.”
The British ASA says the smooth, creamy orgasm-in-a-plastic-canister is too full of fat and sugar to be even remotely healthy-ish.
The ASA was quoted:
…We considered that the ad misleadingly implied the spread made a more significant nutritional contribution to a balanced breakfast than was the case…
Back to the voiceover studio. Would it be so bad to just say, “part of this delicious breakfast” or “part of this breakfast that maybe you should only have on weekends”?
My advice to Ferrero: don’t try to make it sound healthier. If you suddenly tell people it’s balanced/healthy/etc, they might think you’ve changed the product… The only balance people are interested in is your ratio of chocolate to hazelnuts.