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Nutella Shuts Fan Site, Opens Social Media Nightmare

Brands as disparate as Coca-Cola and Marmite embraced fan sites. Nutella maker Ferrero’s has gone the other way, issuing a cease and desist notice to the owner of the unofficial “World Nutella Day” website and social media pages. The company has been branded as “counter intuitive” by social media experts, who warn it could make previous advocates of the brand turn away to competitors. 

Read the whole story at Marketing Week »

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