00:00:00
Sometimes you just have to lean in to
00:00:03
incredible moments and that was an
00:00:05
example of us just leaning in. We had no
00:00:09
pre-planning of that. We were not aware
00:00:13
we were on that space trip and cuz you
00:00:17
know we had just gone to space um you
00:00:19
know on Kinder Bueno for the Super Bowl
00:00:21
and so we thought we had already gotten
00:00:23
in our sort of space fiction for the
00:00:26
year. We didn't know that fiction was
00:00:28
going to go to reality and that it would
00:00:32
be Nutella's time to shine. What what
00:00:34
I'm so proud of as the team is just we
00:00:37
leaned in and kind of let the moment uh
00:00:41
do do the work.
00:00:42
>> Hello and welcome. You're listening to
00:00:45
Marketing Matters on the Wharton podcast
00:00:48
network. our weekly podcast where we
00:00:50
analyze the latest in advertising,
00:00:52
marketing, customer behavior, and new
00:00:54
product launches, branding, retailing,
00:00:56
everything marketing. I'm Barbara Khan,
00:00:58
the Patty and JH Baker Professor of
00:01:01
Marketing, and I'm joined by my co-host,
00:01:03
Americus Reed, the Whitney M. Young Jr.
00:01:06
Professor of Marketing and the brand
00:01:09
identity theorist. And today we are so
00:01:11
happy to be joined by Chad Stubs who's
00:01:14
the chief marketing officer at Ferrero
00:01:17
North America. Let me just give you a
00:01:19
little background on this and then we'll
00:01:21
dive into our conversation. Chad has had
00:01:24
a very interesting 25 yearlong career.
00:01:27
He's currently, as I just mentioned, the
00:01:29
CMO of Ferrero North America and in just
00:01:32
over a year he's overseeing the
00:01:34
company's first ever Super Bowl
00:01:36
campaign, the first World Cup campaign.
00:01:39
And we do have to talk about it. The
00:01:41
landmark moment of Nutella in space.
00:01:44
That was just awesome. I don't know how
00:01:47
you planned that, but that was great. We
00:01:49
will talk about it.
00:01:51
>> But before he started Ferrero, which is
00:01:53
a wonderful company, and they have
00:01:55
wonderful brands like some of my
00:01:57
favorite, they have Ferrero, Rocher, and
00:01:59
Nutella. As I just mentioned, they also
00:02:02
have one a very cool brand called Blue
00:02:05
Bunny. I don't know Americas if you know
00:02:06
that, but that is I love that brand. and
00:02:09
famous and Amos and Tik Tok and Gabeler.
00:02:12
So he's he's got a lot of very cool
00:02:14
brands but before that he worked at
00:02:16
Pepsi for almost 20 years PepsiCo and he
00:02:19
left there as the CMO of the US Pepsi
00:02:21
business and then he went to LVMH and he
00:02:25
was senior vice president for Mo at
00:02:27
Hennessy. So you got to figure we have
00:02:29
in our miss a marketer extraordinaire
00:02:33
who's worked at some of our most
00:02:34
favorite products and we're so happy to
00:02:37
welcome you Chad. Thank you for being
00:02:39
with us.
00:02:40
>> Oh my gosh. Can you introduce me at my
00:02:42
every meeting, please?
00:02:45
>> This is awesome.
00:02:47
>> We Okay, so should we start with
00:02:48
Nutella? I mean, you want to tell us how
00:02:50
you did how did you get your product up
00:02:52
in space?
00:02:54
>> You know, Nutella, you know, and this is
00:02:55
what I actually put into my LinkedIn
00:02:57
post. Sometimes you just have to lean in
00:03:00
to incredible moments. And that was an
00:03:03
example of us just leaning in. We had no
00:03:07
pre-planning of that. We were not aware
00:03:11
we were on that space trip.
00:03:14
>> Oh wow.
00:03:14
>> And because you know we had just gone to
00:03:16
space um you know on Kinder Bueno for
00:03:18
the Super Bowl
00:03:20
>> and so we thought we had already gotten
00:03:21
in our sort of space fiction for the
00:03:24
year. We didn't know that fiction was
00:03:26
going to go to reality and that it would
00:03:30
be Nutella's time to shine. And so that
00:03:33
was this incredible, you know,
00:03:34
incredible um I want to say accident,
00:03:38
but I think what what I'm so proud of as
00:03:40
the team is just we leaned in and kind
00:03:43
of let the moment do do the work and
00:03:47
then just absolutely celebrate it. And
00:03:50
you know, I joke that it it it was no
00:03:54
accident that it was Nutella from a
00:03:56
standpoint of if you saw all the love
00:03:58
that was poured onto it. We had never
00:04:00
seen sentiment like that I in my entire
00:04:05
career as a marketer this this kind of
00:04:07
positive sentiment and you know it's
00:04:10
another time where you can see for
00:04:12
modern marketers the ability just to
00:04:15
lean in and then get all that great copy
00:04:18
from your consumers. My favorite one
00:04:20
Houston we have a craving.
00:04:24
>> Yes.
00:04:25
>> That's perfect. I'm not sure I could
00:04:27
have crafted it, you know, any better.
00:04:30
>> But you're right. You created the brand
00:04:32
love, which is what made that moment go
00:04:35
viral. Like Americans, you know, like in
00:04:37
our own, we're marketing professors at
00:04:39
Wharton, and one of our professors sent
00:04:41
the link around to everybody in the
00:04:43
department to go, "This is marketing
00:04:45
extraordinaire, you know."
00:04:47
>> Exactly. Exactly. And in fact, that was
00:04:49
our colleague was a brain scientist, so
00:04:52
he knows all about the neural circuitry
00:04:54
that's going on here. And by the way,
00:04:56
Chad, when that went around, I had a tub
00:04:58
of Nutella and I was just spooning it
00:05:00
out, man. I was I mean, I just I just
00:05:02
opened it up. I'm just I have no shame,
00:05:04
sir. I'll just eat it just right from
00:05:06
the thing. It's just phenomenal. So,
00:05:07
congratulations on, you know, being able
00:05:09
to lean in on an incredible moment and
00:05:12
to be so part of the fabric of culture.
00:05:15
Oh, yeah. That this is something that
00:05:16
organically arose is just an incredible
00:05:18
thing. As Barbara was saying,
00:05:20
>> incredible thing. And and again, I think
00:05:22
that it was it had to be a brand that
00:05:25
people love. So that that was check.
00:05:27
Another one was the fact that we were
00:05:29
able to instantly respond.
00:05:32
>> Yeah.
00:05:32
>> Check. We were uh it was within three
00:05:35
hours we acknowledged that. And
00:05:38
>> wow.
00:05:39
>> And that was even that was speedy for
00:05:41
even some of my past um past roles. And
00:05:44
then the third was just the fact that
00:05:47
the consumer sentiment so incredible.
00:05:50
But it also because it's Barbara what
00:05:52
you mentioned the fact that we already
00:05:54
had spent time with this brand. We knew
00:05:57
what it was about. We knew it was about
00:05:58
spreading joy and so we were able just
00:06:01
to lean in.
00:06:02
>> Yeah. Because you know any brand would
00:06:03
have gotten that notoriety but like if
00:06:05
it was a tooth place floating around I
00:06:08
don't think people would have had the
00:06:09
same reaction to it. You know I agree.
00:06:11
It would almost be kind of embarrassing
00:06:13
to see it. But it was more than just the
00:06:16
luck. It's like the luck of this
00:06:18
particular brand that really did it.
00:06:22
>> And that takes years and years of work.
00:06:24
They always say luck is just about when
00:06:26
preparation meets opportunity. And
00:06:28
that's
00:06:29
>> the truth.
00:06:30
>> Absolutely the truth. And we were we
00:06:33
were ready.
00:06:34
>> So that brand is iconic. Not that your
00:06:37
other brands aren't, but that brand is
00:06:39
kind of a special brand. And now you're
00:06:41
working with some of these other things,
00:06:43
which is very different strategy. The
00:06:45
World Cup or the Super Bowl. I think
00:06:47
that's not like taking advantage of an
00:06:49
amazing opportunity. That takes
00:06:51
planning, takes budget, it takes
00:06:55
decision that this is the right thing to
00:06:57
do.
00:06:58
>> So, and those are not small decisions.
00:07:00
You're talking about mega bucks.
00:07:03
>> So, how did you make all of this
00:07:05
decision? How did you come across and
00:07:07
think about all of this?
00:07:08
>> Well, twofold. one um you know the
00:07:11
Kinder Bueno has been on its journey
00:07:14
here in America but when you think about
00:07:16
it I joke that these are the youngest
00:07:18
brands I've ever worked on because
00:07:20
remember uh Ruin art was 17 in the 1700s
00:07:24
so that's champagne
00:07:26
>> perhaps of course 1893
00:07:29
so the fact that Kinder Bueno was
00:07:32
launched in the United States just in
00:07:34
2019
00:07:35
>> so we these are baby brands And so, you
00:07:40
know, it was easy to say that uh Super
00:07:43
Bowl was the per this brand was the
00:07:45
perfect moment to use Super Bowl. I you
00:07:48
know, I as a marketer would say that,
00:07:50
you know, there's a bunch of reasons why
00:07:51
a a company may use Super Bowl for this.
00:07:55
It was very simple. We need trial and
00:07:58
repeat and household penetration. Ah, so
00:08:00
this was going back to marketing basics
00:08:03
and you know good or bad the Super Bowl
00:08:07
of course gives you that platform at
00:08:11
world's largest stage and so luckily my
00:08:14
past had informed me of how to be able
00:08:16
to leverage that
00:08:18
>> and and luckily the team had already
00:08:20
done some great work on what we needed
00:08:22
to do to win a good point. I mean, going
00:08:25
back to Pepsi, Pepsi had really leaned
00:08:27
into sports marketing. Seriously. So,
00:08:30
>> Oh, yeah. Yeah.
00:08:32
>> You did know that platform and how it
00:08:34
worked. Uh,
00:08:35
>> 100%. And let's face it, there's two
00:08:36
ways in. I think there's the absolute
00:08:39
sports sponsorship part and that is its
00:08:42
own thing. Tapping into the incredible
00:08:43
fandom of each of those leagues and
00:08:45
events. There's also then just the fact
00:08:48
right as marketers there is the power of
00:08:52
live event television.
00:08:55
>> Yes.
00:08:55
>> That just gives you the you know the
00:08:58
non-s skipability.
00:09:00
>> Yep.
00:09:00
>> The all the eyeballs and when you are
00:09:04
basically launching a brand or taking it
00:09:06
to the next level and having that power
00:09:09
of just in one moment being able to hit.
00:09:11
Now, you got to get the right message
00:09:13
and you have to have the right idea
00:09:15
>> and the right brand. But this this was
00:09:17
the moment for for Super Bowl and that
00:09:20
>> I love that point
00:09:20
>> and we and I I love that the team we
00:09:22
leaned in and uh
00:09:24
>> you thought I mean because it's such a
00:09:26
big expenditure and it is even though I
00:09:29
agree sports marketing and the live of
00:09:31
sports marketing a lot of advertising is
00:09:33
going into sports because of what you
00:09:36
just said you can't skip it and it's a
00:09:38
different type of advertising. It's kind
00:09:39
of classic advertising, build awareness,
00:09:41
build penetration.
00:09:42
>> Totally.
00:09:43
>> But can you just give us some insights
00:09:45
especi you know drawing on your Pepsi
00:09:47
career as well like what is the message
00:09:50
you're going to go for? How how do you
00:09:52
decide how to use what was it a 30
00:09:53
second spot or how how
00:09:55
>> spot 30 second spot.
00:09:56
>> I mean that's pretty difficult decision.
00:09:58
You're spending this much money. You got
00:10:00
30 seconds. How do you figure out what
00:10:03
you're going to say and how you're going
00:10:04
to use that platform? Well, again, we
00:10:07
went to the basics, and that's where I
00:10:09
love is it was actually the first time I
00:10:11
was able to lean in and go, okay, wait a
00:10:13
minute. What do we need to do? We need
00:10:15
to break through in the American culture
00:10:19
and lean in and what is a way that we
00:10:22
can have the brand top of mind,
00:10:26
>> have it connect to the culture. And so
00:10:28
that's where I give our agency partners
00:10:30
anomaly such credit for picking up that
00:10:34
whole notion of when something doesn't
00:10:36
go right
00:10:38
colloquialism is no bueno. And so they
00:10:43
leveraged that that you know there was a
00:10:45
small group that would use that but it
00:10:48
was you know it had picked up and so the
00:10:50
fact that we were able to I don't even
00:10:52
know in all my time in Pepsi have I been
00:10:54
able to find a way to get the brand name
00:10:56
mentioned 10 times in a 30 secondond
00:10:59
spot that didn't seem ridiculous
00:11:01
>> and we did it and so that whole notion
00:11:05
of but then of course raising the bar it
00:11:08
needed to be exaggerated situation
00:11:10
Right. So, we were like, what's the most
00:11:14
exag exaggerated situation? And of
00:11:16
course, this time it was Yes. going
00:11:18
through a black hole in space.
00:11:19
>> Mhm.
00:11:20
>> Uh-huh.
00:11:21
>> So, we leaned in. And so, this whole
00:11:25
fact of this notion of, oh, uh, I think
00:11:29
there's a problem. No bueno.
00:11:31
>> No bueno.
00:11:32
>> And then, uh, and then just someone
00:11:34
break almost breaking that third wall
00:11:35
and being like, yes, bueno. Kinder
00:11:38
bueno. It's delicious and crispy.
00:11:40
>> Wow.
00:11:41
>> And so it just that play was brilliant.
00:11:45
And also like other great advertising
00:11:48
and great marketing, it gives us a
00:11:51
platform that I think we can mine for
00:11:53
years.
00:11:54
>> Yeah.
00:11:55
>> And so we will lean in to that and
00:11:57
consumer response has been great too.
00:11:59
>> I love it. Perfect. Okay. I had to throw
00:12:01
that out there. That's beautiful. Can I
00:12:03
But I want to build on Barbara's point
00:12:04
here, Chad, because she made a very
00:12:06
interesting point. Uh, and it's that
00:12:08
there's a double-edged sword at the
00:12:10
Super Bowl. Lots of eyeballs, but the
00:12:12
expectations are high because people
00:12:14
want to watch the commercials. They're
00:12:15
kind of there to not skip. talk a little
00:12:18
bit about also this mitigation approach
00:12:22
that some brands are using by treating
00:12:25
the Super Bowl as the apex moment but
00:12:27
then bookending it with an entire kind
00:12:30
of arc of some kind of sort months prior
00:12:33
and months after to sort of maximize if
00:12:36
you will
00:12:36
>> about years.
00:12:38
>> Yeah. And optimize that moment. Talk
00:12:39
about that strategy that seems to be a
00:12:41
mitigation strategy to try to make as
00:12:43
much out of this moment as you possibly
00:12:45
can. What were your thoughts on that? It
00:12:47
is a mitigation strategy and I I I
00:12:49
personally I was actually part of
00:12:53
one of those mitigation works right all
00:12:55
in the past you know at my previous
00:12:57
employers because you know we we did
00:13:00
random acts of halftime uh all across
00:13:02
America starting in January leading you
00:13:05
know all the way up but for here I I
00:13:07
think it's a smart strategy for a
00:13:10
marketer because it's true you're making
00:13:12
the bet you might as well lean into it
00:13:15
and What's the the good and the bad is
00:13:18
there's so much great anticipation and
00:13:20
now like consumers are and viewers are
00:13:23
almost waiting for a little tease
00:13:26
the apex moment as you mentioned and
00:13:29
then either the payoff happens there or
00:13:31
the payoff happens even later and so
00:13:34
that I I actually see even more
00:13:37
creativity because of that and you know
00:13:39
and we were we were no different but I
00:13:42
think that it's both a smart strategy
00:13:43
and I think the ones that don't overplay
00:13:45
it. And because you're right, it's a
00:13:47
fine line of you just over doing it. And
00:13:51
I I have to admit you you're that this
00:13:54
is the part of I always say marketing
00:13:56
and I'm here I am talking to professors.
00:13:59
I'm sorry it's art and science.
00:14:02
>> So you know what we always tell our you
00:14:05
know finance team there is no perfect
00:14:08
ROI metric yet. Even now ask you that
00:14:12
>> when I knew you were um there no perfect
00:14:15
ROI but I think that this helps with you
00:14:20
finding that right way in
00:14:23
>> to extend the moment
00:14:24
>> and I think you know we we found it with
00:14:26
just a little bit of tease of more about
00:14:29
the space part
00:14:31
>> and then decided to break the yes no
00:14:35
Kinder Bueno part uh within the the
00:14:38
actual ad.
00:14:39
>> Nice. Well, before we go into like
00:14:41
measurement, we'll give you a buy in
00:14:42
that. America's gonna ask you again
00:14:44
later because he can't help us every be
00:14:47
prepared. That's coming up. Um, I mean,
00:14:52
so it's not just before and after. It's
00:14:54
also like a 360 campaign. You got to be
00:14:56
ready with your partners, your channel
00:14:58
partners, like like so and I know in
00:15:01
Pepsi did that all the time like what
00:15:03
was in the retail versus super, you
00:15:05
know, all of that. It was Did you have
00:15:07
that same kind? And Pepsi's been doing
00:15:09
this for years and years and years. This
00:15:10
is the first here. So, you probably
00:15:12
didn't have all that infrastructure that
00:15:15
Pepsi, you know, how many years did you
00:15:16
say Pepsi's been around? So, how did you
00:15:20
support this with all because it
00:15:22
wouldn't if you weren't in the markets,
00:15:23
if you didn't have the instore
00:15:25
experiences, you weren't going to be
00:15:27
able to leverage this to the degree you
00:15:28
wanted. Yeah, we it it's a great
00:15:31
question and how we approached it was
00:15:33
exactly what you int indicated. The fact
00:15:37
that we looked at the 360 and also
00:15:41
looked at this as this was also a signal
00:15:43
to our retailers that this is not a
00:15:45
flash in the pan. We are here to stay.
00:15:47
This is a long-term investment that the
00:15:50
Kinder brand the Kinder brand is the
00:15:52
number one chocolate brand in the world.
00:15:56
But we are just starting our journey of
00:15:59
course here.
00:16:00
>> And so this was this perfect moment to
00:16:03
suggest to our retailers that hey this
00:16:05
is not just a one-time this is the this
00:16:08
is the launch of our full-time
00:16:10
commitment here in North America. And so
00:16:13
a retail program was part of it. You're
00:16:16
right. We did not have the
00:16:17
infrastructure like we had at my past
00:16:19
companies. And so we needed to build
00:16:21
that on the way to the the approach of
00:16:24
both the Super Bowl and the retailer
00:16:26
event. But we did have a promotion that
00:16:28
connected the product. We had limited
00:16:31
times in both uh dark and white. So
00:16:34
there was new experiences for consumers
00:16:37
to even experience Kinder Bueno. And
00:16:39
then of course the ad in the surrounding
00:16:41
piece. And so that it was that whole
00:16:44
package that I think we definitely used
00:16:47
this moment the right way and are super
00:16:51
excited with the results. I mean we have
00:16:54
some retail results that were high
00:16:58
double digits
00:16:59
>> and we we had never seen this for the
00:17:03
likes for Kinder Bueno yet here and we
00:17:06
just know this the new standard for us.
00:17:08
>> Interesting.
00:17:08
>> Um to continue building this brand. I
00:17:11
love that point. I want to build on that
00:17:12
point. Talk a little bit about because
00:17:15
tell me if this is correct or incorrect,
00:17:17
Chad. A a baby brand has more degrees of
00:17:21
freedom
00:17:22
>> to explore its connection and engagement
00:17:25
with the marketplace compared to let's
00:17:27
say a so wellestablished brand from the
00:17:30
1800s.
00:17:32
>> Uh is that true? Is it is it but with
00:17:35
strategic discipline it's not like
00:17:37
you're just out there randomly doing
00:17:38
stuff like Barbara was saying you're not
00:17:40
that you're there's structure there's
00:17:41
parameters but don't you have some you
00:17:43
you have some flexibility in the history
00:17:46
of the brand because it's so young talk
00:17:48
a little bit about how that
00:17:49
>> fun opportunity for fun
00:17:51
>> for fun how does that inform the
00:17:53
strategy how does that inform some of
00:17:54
the execution this was the marketing
00:17:57
problem and solution that I didn't know
00:17:59
I wanted to get to do in my career and
00:18:02
the fact that I've had the opportunity
00:18:03
to do just what you're suggesting. So I
00:18:06
think what helps is we had a good
00:18:08
foundation that Kinder was already this
00:18:11
trusted brand that also was about joy.
00:18:14
In fact, you know, one of our products
00:18:16
is Kinder Joy, those that incredible
00:18:20
delicious egg with a little toy inside.
00:18:22
And so that was already set. So I think
00:18:25
that's helpful. What has been exciting
00:18:27
for me is okay what how do you make this
00:18:29
in the marketing challenge is how do you
00:18:31
make this relevant for this consumer
00:18:34
group
00:18:35
>> in North America
00:18:37
>> in US they don't know what the brand is
00:18:40
and so it's you're right it's this
00:18:41
incredible freedom and so you want to
00:18:43
take the best essence of what the brand
00:18:46
is known for globally which is
00:18:48
positivity and you lightness and joy and
00:18:52
so finding the way to make that come
00:18:55
together with this US consumer. And so
00:18:59
that's where I feel like we did such a
00:19:00
great job this first time with this no
00:19:03
bueno. Yes, Kinder Bueno um plan.
00:19:07
>> So a couple things as I'm thinking
00:19:09
about, you know, I I just keep thinking
00:19:10
about this is a massive investment. So
00:19:12
you really want to connect all the dots
00:19:14
around. So one of them was what I was
00:19:16
suggesting. You got to make sure the
00:19:18
retail infrastructure is set up because
00:19:20
otherwise, you know, you have all this,
00:19:22
everybody's excited and they can't buy
00:19:24
it anywhere or whatever. So whether
00:19:25
that's physical, we can talk about
00:19:27
whether they buy it online or they buy
00:19:29
it in the store and how you do all that.
00:19:31
The other thing that you want to do to
00:19:32
leverage this is to make sure you get
00:19:34
the conversation like you said with
00:19:35
Nutella that just spontaneously
00:19:38
happened. But here you're doing more
00:19:40
planning. And so you're also I'm curious
00:19:44
how you think as you know as a seasoned
00:19:46
professional how you design these um
00:19:50
advertising campaigns and stuff to to
00:19:52
know that you're going to generate the
00:19:54
social word of mouth and the social
00:19:56
sharing. Like are there is there theory?
00:19:58
Is there something that you did that you
00:20:00
thought would make it more likely to be
00:20:02
shared? And
00:20:04
>> yeah, I think that again a few a few
00:20:06
things. One, if we want to connect with
00:20:07
culture and so that was this this notion
00:20:10
of if you noticed we had a Gen Y
00:20:13
influencer in Paige Dordro and an actor,
00:20:17
right? Uh sort of late Gen X actor
00:20:20
William Fininkler to be part of the ad.
00:20:23
So that sort of helped us to kind of
00:20:26
spread the love across generation and
00:20:29
seed it a little bit. So you know
00:20:30
there's I think there's that part and
00:20:32
then that would be wait a minute did I
00:20:34
just see Paige
00:20:36
in an ad. So you know that was one way
00:20:38
to do it. I mean I also think that if
00:20:40
we're actually you know flip to now uh
00:20:43
the World Cup because we you know also
00:20:46
looked at okay wait a minute when is
00:20:47
there going to be a lot of co-viewing
00:20:50
and party planning and so that is where
00:20:53
the World Cup uh notion of hey how do we
00:20:56
lean into that cultural event
00:20:58
>> and bring the whole portfolio together
00:21:01
>> and so and then you know have some fun
00:21:03
with okay how random at first could it
00:21:06
seem that we have Tom Brady uh our lead
00:21:09
for you know something in uh an American
00:21:13
football star with uh global football.
00:21:18
>> I think that that alone was yes to kind
00:21:21
of seed these things to get the talk
00:21:23
value and to kind of shock the system
00:21:26
>> and to help raise the awareness for both
00:21:29
our brands but also our connection with
00:21:32
culture.
00:21:33
>> So that's great. So, I'm thinking like
00:21:35
all these celebrities, all the I don't
00:21:37
even want to know how much money you
00:21:39
spent on this, but I'm thinking it's a
00:21:41
lot.
00:21:42
>> Maybe they love the product and they're
00:21:44
like, "Hey, Chad, can we do this for
00:21:45
free?" I don't know. It's possible.
00:21:47
>> But like you're It's the first time they
00:21:49
ever did it. So, I'm just curious like
00:21:51
how do you convince the people who hold
00:21:53
the purse strings,
00:21:55
>> you know, like how do you convince them
00:21:57
it's a good sp I mean I I think that the
00:21:59
fact that you have this experience that
00:22:01
you knew how to think about as America
00:22:02
said before or after and you're building
00:22:04
everything all around. I mean, I trust
00:22:06
you, but it's still a lot of money.
00:22:09
>> Totally. Totally. I mean, I think that
00:22:11
one was, you know, the Super Bowl, if
00:22:15
you, if I'm honest, sells itself from a
00:22:17
standpoint of you can bundle up the
00:22:19
impressions that you would get and then
00:22:21
how long it would take on in today's
00:22:24
world to hit that many people
00:22:27
>> through, you know, an 8week campaign or
00:22:29
something like that. So, I think that
00:22:31
one was was one way. I'll admit our
00:22:35
World Cup, which is our largest
00:22:37
investment to date. So we we had our
00:22:39
largest investment first on the Super
00:22:41
Bowl for the company single investment
00:22:44
>> and then the largest now hitting for our
00:22:49
go all-in campaign with Tom Brady for
00:22:51
our full portfolio. that one took a
00:22:53
little more uh convincing because the
00:22:57
length of time so this is over multiple
00:23:00
weeks and the fact that it was the first
00:23:02
time we brought our entire portfolio
00:23:04
together
00:23:05
>> and so I think that that notion of
00:23:09
basically saying hey this is a once
00:23:11
ina-lifetime moment right it had been
00:23:14
this is I think since the '9s the first
00:23:16
time uh this had been on US soil and the
00:23:19
fact that we were going to get so many
00:23:21
consumers from the world and the US
00:23:25
>> to partake in something that could
00:23:28
really just change the trajectory of our
00:23:30
entire portfolio.
00:23:31
>> But did you do it by like handwaving or
00:23:33
did you have to show the numbers or I
00:23:36
mean like in the days of mad men they
00:23:38
would just trust me you know
00:23:40
>> totally totally
00:23:42
what how does it work in today's world?
00:23:45
>> Totally. No, in in today's world it it
00:23:47
is a little bit of so some math would
00:23:50
have been here's how long it has taken
00:23:52
us to get some uh the trial repeat and
00:23:54
household penetration numbers to certain
00:23:57
levels,
00:23:58
>> right?
00:23:58
>> And let's project if we could get in
00:24:01
into this many households
00:24:04
after the Super Bowl, let's let's model
00:24:06
that. So there was absolutely some
00:24:08
modeling beyond my hand gestures. And
00:24:12
then the the fact that uh you know when
00:24:15
it comes for our go allin this summer
00:24:17
with Tom Brady that was one where it was
00:24:21
twofold because we also wanted to
00:24:23
showcase both to our retailers and to
00:24:26
our consumers, hey this is now the the
00:24:29
Ferrero portfolio.
00:24:31
>> Interesting. And so that one was a
00:24:33
little bit of, hey, we could be spending
00:24:36
this little bit of money on just
00:24:38
Mother's Cookies, Butterfinger, and
00:24:41
Ferrer Rocher
00:24:43
and or we could bring it all together
00:24:46
for one mega event. So if anything, it
00:24:49
was really opening everyone's eyes up to
00:24:51
how we could go to market and how we
00:24:53
could spend.
00:24:54
>> By the way, that is what Pepsi did.
00:24:55
Bring all the They were one of the first
00:24:57
ones to bring everything together in one
00:25:00
campaign. I remember teaching that in
00:25:02
one of my classes that that was a very
00:25:03
unusual thing having all those different
00:25:06
products in one cate in one area.
00:25:07
>> Totally. Totally. And I had so we had
00:25:09
some good I had some good lessons of the
00:25:11
what that power can be if done right
00:25:14
because you remember you have to bring
00:25:17
the throughput of okay what's what does
00:25:19
all the brands have you know in common
00:25:22
and ours are absolutely quality passion
00:25:26
excellence right
00:25:27
>> and so we picked that as our bedrock for
00:25:31
the promotion and for how we could bring
00:25:33
the brands to life together
00:25:34
>> yeah I love that point art and science
00:25:36
see people think marketing is like we're
00:25:38
not handwiping.
00:25:39
>> There's actually like there's a bunch of
00:25:41
stuff, right, Barbara? There's stuff
00:25:42
that goes on behind the scenes that's
00:25:44
very quantitative, if you like that
00:25:46
stuff.
00:25:46
>> Yes.
00:25:47
>> Uh and the notion that, you know, in God
00:25:48
we trust, but everyone else must bring
00:25:50
data.
00:25:51
>> Uh
00:25:53
is is very much the case of marketers.
00:25:54
But I want to go back to a point that
00:25:56
you made earlier Chad and I want to ask
00:25:57
this question because Barbara and I have
00:25:59
been uh doing a pulse check with um all
00:26:04
the marketers the highlevel seuite
00:26:06
marketers that we speak to uh to get a
00:26:08
sense of how they are bringing AI into
00:26:11
their internal
00:26:12
>> uh teams to help become better marketers
00:26:16
and I'm wondering could you just give us
00:26:18
your point of view on this as as another
00:26:20
one of these you know very well-skilled
00:26:22
marketers how are you bringing in some
00:26:24
of this large language model stuff, this
00:26:26
artificial intelligence stuff to help
00:26:28
your team actually be better at this
00:26:31
strategic planning process like
00:26:32
Barbara's saying or other aspects that
00:26:34
that make you good.
00:26:35
>> Yeah, we're we're on our own AI journey
00:26:38
here at Ferrero and so it's very logical
00:26:42
and very well thought. So I I'd say it's
00:26:44
in three parts. The first part would be
00:26:46
in data just analysis. So very simple
00:26:50
what what's the the clean read on
00:26:53
bringing together a bunch of disparate
00:26:55
data sources you know whether it's okay
00:26:58
here's the engagement of of this social
00:27:01
post mixed with here's the impact of
00:27:04
what we're seeing at Kroger
00:27:06
>> and you know bringing that together so
00:27:09
there's that part where I get excited is
00:27:12
there's also the part of being able to
00:27:14
fast create uh creative that
00:27:18
>> our agent agencies and people are doing
00:27:20
but to help with the testing. So a very
00:27:23
simple block and tackling. I mean
00:27:24
remember I I used to say uh with a
00:27:27
little handketched bad what we used to
00:27:30
test for advertising you know boards of
00:27:34
hand sketching and then saying you can
00:27:36
make any real decision from that.
00:27:38
>> Yes. Yes. Yes.
00:27:39
>> Insane. So the fact that we now can have
00:27:43
actual creative to at least test
00:27:46
>> and then you know finally I would say
00:27:49
then in in the kind of post post test of
00:27:53
course the help to there would have been
00:27:55
there's a mother's cookie that I'll send
00:27:57
you an ad we did last year that you know
00:28:00
we used real actors so real humans but
00:28:05
the animation of the cookies we would
00:28:08
never be able to afford it for others.
00:28:10
So the fact that the animation of the
00:28:12
cookies in the ad that made that
00:28:15
possible. So what what I don't think
00:28:18
it's going to take away from is the
00:28:20
creativity. I think that that back to
00:28:23
that art and science.
00:28:24
>> There's that art too, you know, human
00:28:27
ways in. But that that's, you know, kind
00:28:30
of I think where we stand on our AI
00:28:32
journey. Gotcha.
00:28:33
>> And I think it's just nothing but the
00:28:34
most exciting time to be with that.
00:28:39
>> Yeah. It's interesting because like I
00:28:41
think what we're learning as educators
00:28:42
and Americans and I are dealing with
00:28:44
this all the time is that yes AI can do
00:28:47
all these things and make things easier
00:28:49
but you still have to learn the basic
00:28:51
skills like you you need to have the
00:28:53
training you need to have the experience
00:28:54
you need to have the critical thinking
00:28:56
or the creativity to start the process
00:28:59
and then you just use the AI to
00:29:02
>> reduce costs to do things you couldn't
00:29:05
do before some technical things that you
00:29:08
couldn't never do before and it just
00:29:09
makes it so much more fun, but it
00:29:12
definitely doesn't replace your
00:29:14
experience.
00:29:15
>> No, no, no. And move faster and that
00:29:17
that
00:29:18
>> the speed
00:29:20
>> speed helps too.
00:29:22
>> It's so um we're out of time.
00:29:25
>> Oh no,
00:29:26
>> this is amazing.
00:29:27
>> Oh dear.
00:29:28
>> Oh my gosh. Can we take this on the
00:29:30
road?
00:29:32
>> Details Americas on how he's measuring
00:29:33
success. We didn't even ask him that.
00:29:36
>> We'll get to that. Yes. Yes. But we are
00:29:38
out of time and so what we'd like to
00:29:41
know Chad Stubs, uh, the CMO of Ferraro
00:29:44
North America, thank you so much for
00:29:46
joining us and tell our listeners where
00:29:48
they can go to keep up with everything
00:29:50
you're doing and to find out more about
00:29:52
all these great products and
00:29:54
>> Okay. Well, first off, Go ask you about
00:29:56
some of the other ones too, but okay,
00:29:57
we'll bring you back.
00:29:58
>> Yes. Goallin.com. So, please no, join
00:30:01
us. Um, watch for both Nutella. Join
00:30:05
Nutella. join Ferrer Rocher on our
00:30:08
social platforms, especially on
00:30:10
Instagram or Tik Tok, and then
00:30:12
definitely look forward to continuing
00:30:15
our journey with you and with America.
00:30:18
So, please can we all um again, I want
00:30:22
more time with you.
00:30:23
>> We really appreciate it.
00:30:24
>> Questions.
00:30:25
>> I know, right? We could go for another
00:30:26
two hours here, but unfortunately, we
00:30:29
only have 27 minutes, so
00:30:30
>> Yeah. All right. Well, thank you. That
00:30:32
is all the time we have today. Um, we'd
00:30:34
like to thank our producers, Dion
00:30:36
Simpkins and Marissa Rena. Thank you all
00:30:38
for listening today and we'll be back
00:30:40
soon next week. Until then, this has
00:30:42
been Marketing Matters on the Wharton
00:30:44
Podcast Network. I'm Barbara Khan here
00:30:47
with Americus Reed.
