Some brands need no further explanation.
They simply need to remind you that they exist.
Nutella is an example of a brand.
This advertisement mentions neither the ingredients nor the taste nor the health benefit. There’s no voiceover about convincing you on how it’s better. The approach here is rather on something much stronger: a universal human practice.
The quiet moment when you lick the knife.
Practically everyonewho has ever consumed Nutella knows this image. The ad doesn’t articulate it, of course. It leaves it up to the viewer to fill in the blanks.
It is what makes it successful.
There’s no messy messaging. No shouting promises. Only one visual that unlocks memories, emotions, and familiarity as soon as it’s visible. The product doesn’t need to say anything because the experience already exists within their minds.
This, in my view, marks the pinnacle of memory-based branding:
“Minimal communication and maximum recall,” they
Selling a feel, not a feature
Trusting the audience to complete the story themselves
The best way is by In the case of Nutella, the brand equity works to the brand’s advantage. In such an integrated cultural space, brands need not yell to be heard or seen. Brands can simply whisper, yet be irrevocable.
In a world full of noise, Nutella reminds us that sometimes, silence is the loudest strategy.
