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Nutella hopes to make the most of its six-figure endorsement contract with Kobe Bryant. The hazelnut spread company, based in Italy with a U.S. division located in Somerset, New Jersey, will use the Los Angeles Lakers star in promotions via magazine, online and in-store efforts over the next two years. Media will include print buys, beginning with magazine ads in October, followed by new ads in January and May.
Even though Nutella is not using TV ads, the company feels that Bryant’s name and NBA exposure will help push its product.
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