Campaign India Team
Nov 09, 2021

Battle of the Brands: Nestlé vs Ferrero

Your weekly consumer insights round-up - find out what’s buzzing for chocolate brands Nestlé and Ferrero

Battle of the Brands: Nestlé vs Ferrero
Sweets are a household staple, especially in this year-end season with its range of festivities - from Halloween to Diwali, to Christmas and the New Year’s. And so, with the return of the Battle of the Brands series, we’re kicking it off with a much-loved snack - chocolates. Dig into our analysis on the social media and digital media performance of Nestlé and Ferrero’s chocolate products - comparing KitKat, Bar One, Nestlé Munch, Milkybar to Ferrero Rocher, Nutella, Kinder Joy, and the more recently launched Kinder Creamy.
 
Talkwalker is a consumer intelligence acceleration platform, helping over 2,500 brands drive business impact with actionable consumer insights.
 
The Battle of the Brands series utilises Talkwalker’s AI-powered Blue Silk technology to analyse millions of images, videos, audio, conversations, and tags from across social media, blogs, news channels, etc. - providing a bird’s eye view of mentions, engagement, and sentiment surrounding some of the biggest brands in India today.
 
Media mentions and engagement
 
On mentions over the past month, Nestlé’s chocolate brands see a 50% advantage over Ferrero’s chocolate brands. Mentions peaked for Nestlé around the release of the company’s Q3 earnings result - which reported a 5 percent growth in net profit, and sales via its e-commerce channels accelerated on the back of pandemic-driven consumer behaviour. 
 
Ferrero (pink) and Nestlé (purple) media mentions and engagement results from the period 9 October to 7 November 2021, displayed on Talkwalker’s Quick Search app
 
In spite of a lower number of mentions, the Ferrero brand saw twice the amount of engagements over the past month compared to Nestlé, reflecting strong organic interest and engagement from chocolate fans. Content which received highest engagement ranged from baking tutorials that featured the signature Nutella spread, to reality show mentions and viral memes like the one in this Diwali tweet by @sagarcasm. 
 
Next week:
 
We compare the emojis, video and image analytics along with a summary. 
Source:
Campaign India

Related Articles

Just Published

32 minutes ago

Why does such a lack of transparency still exist in ...

Although many adtech players remain incentivised to keep the ecosystem opaque, new business models and auditing practices are challenging the status quo to demonstrate value for clients.

42 minutes ago

Shah Rukh Khan delivers message of success with ...

The actor adds gentleness and empathy to earlier virtues of hard work and authenticity.

1 hour ago

Mars Wrigley India CMO on evolving snack tastes and ...

Nikhil Rao explains how Mars Wrigley brands are adapting to health and social trends, how premiumsation factors in for older demographics and how personalised content is key for Gen Z.

21 hours ago

Big Brother is watching you: Audible stages 1984 ...

George Orwell 'returns' to The Observer in new ad campaign.