Picture via Rania el Khatib
People are apparently upset with the above Nutella billboard because it shows Christian names with the English version and Muslim names (Except for Sarah which is not Muslim) with the Arabic one. I don’t know if all the billboards are like this one but I agree that the way the names were depicted in this one is wrong, even if it wasn’t done intentionally. I wouldn’t make a big fuss out of it though but whomever did this should have been more careful.
It is worth noting that it’s common in Lebanon to have billboards in Arabic for areas like Tripoli and the same billboards in French and English in areas like Jounieh and Beirut.
Update: Here are all the Nutella billboards I found on my way to work today. I couldn’t find the one posted by Rania (shown above) and as expected, there are many versions in both Arabic and English. I am checking now to see where that billboard was spotted.
Point should be why is Hassan not in Rita’s ad and the opposite, not the English/Arabic issue!
Pat,
That’s what I was referring to on how they linked the names to the language and didn’t mix them together.
There are 4 visuals associated with this campaign.
There is another English visual with “Muslim names” Diana Hassan and tarek . And Arabic visual with the names Lynn had and hadi..
P.s. Hassan is an Arabic name not necessarily a Muslim one…
That is a bit culturally insensitive. They should have used the same combo of names on both the English and Arabic banners, but mixed up the names by religion (e.g., Rita, Sarah, Ahmad).
One could also look at it from a gender perspective: why is there 1 female name to 2 male names in both cases?
Totally agree! Big failure for such a big brand. A junior marketing person should think about mixing the names.
At least their predecessor (coca-cola) thought about that and didn’t include any religious name.
Plus: those guys are in some supermarkets printing the names on the jar on the spot, and guess what? They have some already-printed names including “Rajesh – Shoma – …” And I don’t know what…they shipped their Dubai leftovers to us!
I mean guyssss…what r u doing?!!!! This is ridiculous!!!
It’d be really cool if whereever this picture was taken, East was on the left side and West on the right!!
Rita, Tony, Charbel بالشرقية and Sarah, Hassan, Ahmad بالغربية!!!
I’m sure the whole thing was unintentional and we’re all making a big deal out of it!!!!!
hahahahaha loved the east/west idea!
I agree that we re making too bi deal out of it however it is a big ncommunication/marketing mistake!
It was the first thing that striked me when reading rita, tony,charbel
Actually I think it was intentional but only from a marketing point of view. It remains atupid though. Who cares. Chou hiye we2fet 3al nutella?
Stupid*
So nutella is getting free publicity because of our narrow minds… Genius marketing indeed!
It should be Toni Tarek Ahmad
I will need to see a Omar because as a Sunni I need to see my sect represented in a chocolate paste ad.
I also see the Armenians are not represented and this is rascist towards the Armenian community. So please Nutella put a Hagop or something.
But in seriously though ; those who are upset about this issue are what is wrong with tiis country.
Imagine a Turkish name with an Armenian name in one Billboard?
I am not sure what made me laugh more Nutella’s marketing blunder, Blog Baladi’s “take a chill pill people” post or the witty comments. Good stuff.
The Photo above is by Rania El Khatib, I guess she should be credited.
Shouldn’t the names be capitalised? Like Rita and not rita?
Can’t use capital letters, since nutella is spelled with a lower case “n”. BTW you can print your own label online at: https://www.nutellanewname.com/
nutella is not capitalised, so i guess it is consistent.
The photo on the left looks photoshopped,
The name “Ahmed” is being used in the Nutella campaign but I think it is on a separate billboard with 2 other names.
This photo is not correct, it looks like it has been photoshopped with the original name replaced with “Ahmed”. Notice also how the other names have the letters leaning forward, and the letters in the word “ahmed” are leaning backwards.
u serious ?
From a marketing point of view, nutella made the same idea as coca cola which I found it a bit repetitive and not creative. The only different thing is that they included names from different religions not neutral names. (which should be their different strengths point) SO what they should have done is at least to mix them together within the same billboard and show lebanese that we are ONE. I think if it was done like this, it would have take lot of positive Word of mouth and reputation.
WOM is the best way to market anything, any brand..so im not sure about the negative Word Of Mouth where it will lead..but not sure it will affect sales..a leader brand in lebanese market..
The same billboards (i.e. “Muslim” and “Christian” versions) can be found next to each other when going through the parking in galaxy mall in Beirut. Wasnt really surprised.. more like “can this be more idiotic? Not even an attempt at subtlety”