GUANGZHOU, Aug. 16 – Nutella, a brand under the Ferrero Group, has recently introduced its new Chinese brand name, “意榛滋” [yì zhēn zī], along with a full range of new products in China. This launch includes 3 new biscuit offerings—Nutella Biscuits 意榛滋醇心饼, Nutella B-ready 意榛滋醇享条, and Nutella & Go! 意榛滋醇脆棒—as well as Nutella Jar 意榛滋榛果可可酱, a classic Nutella spread. These products are designed to cater to the diverse preferences of Chinese consumers, blending the rich flavors of Nutella’s spread with biscuits in a variety of forms, further expanding Nutella’s product range in the Chinese market.
Having entered the Chinese market for over 30 years, Ferrero Group has continuously tapped into the immense potential of this market through product design, scenario-based marketing, and sales channels. To effectively resonate with the local audience, Nutella recognized the importance of creating a strong set of Chinese brand and product names. This not only highlights the brand’s and products’ strengths but also aligns well with the Chinese language and consumer preferences.
This time, Labbrand, a long-standing partner of the Ferrero Group in branding, was entrusted with the creation of a new Chinese name for Nutella and its product range.
To create Chinese brand and product names that align with Nutella’s brand essence, Labbrand conducted a comprehensive industry brand and product name audit. We examined the connection between the Chinese and English names of competitors and peer brands from two key dimensions: phonetics and semantic links. Meanwhile, we analyzed the key messages Chinese brand and product names conveyed in the industry across four aspects: Emotional Benefits, Product Texture, Product Ingredient, and Product Shape. In addition to the industry audit, we conducted an in-depth analysis of Nutella’s brand history, brand vision, brand territory, and product usage scenarios.
For Nutella, Labbrand considered naming techniques such as Personification, Onomatopoeia, Fixed Phrases, and Reduplication to develope dozens of potential Chinese brand and product names. After multiple rounds of ideation, rigorous selection, careful linguistic and cultural analysis, and legal check, Nutella’s new Chinese name, “意榛滋,” [yì zhēn zī] was born. This Chinese brand name cleverly combines Nutella’s Italian heritage (“意”), signature hazelnut flavor (“榛”), and the richness of its taste (“滋”). Consumer research also tells that “意榛滋” was the winning local name that helps convey the signature ingredients and great taste with Italian origin among all names. The phonetic harmony with the original English name, combined with its evocative connotations, conveys the brand’s elegance, quality, and deliciousness, earning widespread appreciation from consumers.
For Nutella’s three new products in the Chinese market—Nutella Biscuits, Nutella B-ready, and Nutella & Go!—Labbrand created the Chinese names “意榛滋醇心饼”, “意榛滋醇享条”, and “意榛滋醇脆棒.” Through a systematic naming approach, these names highlight the cohesive family feel of the Nutella 意榛滋 product series. All three names start with “醇” (mellow&rich) to immediately convey the products’ rich taste, while the other two characters emphasize each product’s unique features and shape. The clever use of homophones makes the names catchy and memorable.
As Nutella celebrates its 60th anniversary, the Chinese name “意榛滋” crafted by Labbrand beautifully captures the brand’s original pursuit of unique and delicious flavors, paying tribute to its boundary-pushing spirit of innovation and symbolizing its intent to bring the delightful hazelnut taste from Italy to Chinese consumers. Meanwhile, the three new Chinese product names perfectly capture the delightful and rich taste experience of the Nutella series, sparking curiosity and drawing consumers to discover Nutella 意榛滋’s surprisingly delicious hazelnut flavor.
Our long-standing partnership with Ferrero has been filled with wonderful memories. With the launch of Nutella’s new Chinese name ‘意榛滋’ and the three new product names, we are confident that the Nutella family will achieve greater impact and a promising future in China.
Associate Director, Verbal Branding Strategy, Labbrand
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