The Nutella Creations voice app brings similar features to a broader segment of the voice assistant using population as part of Nutella’s marketing efforts.
Nutella has an amazing brand, and they’re very open to new [ideas] with voice. They came to us initially with the recipe ideas. We suggested including the games as a way of further engaging with people.Skilled Creative CEO Brandon Kaplan told.
Nutella Creations mixes recipes and guides for using Nutella for the breakfast menu. In the menu proposed by Nutella, connected to the online recipe app, there are instructions for preparing 6 types of pancakes. The voice apps from Google Assistant and Alexa were created in collaboration with the voice app creation agency Skilled Creative.
The new Nutella Voice App for Alexa and Google Assistant are a marketing strategy developed by Nutella. The main purpose is to encourage people to switch from using maple syrup to using hazelnut spread.
The decision to start with the Alexa skill before adding a variant for Google Assistant was not a marketing decision, but a choice to start where the largest market share is in voice assistants. The goal is a branded voice app universally accessible on all major voice assistance platforms.Skilled Creative CEO Brandon Kaplan added.
As Skilled Creative says, more and more brands want to experiment with voice apps as a marketing tool. In addition, the company recently introduced Real Simple Relax, a guide through a voice app for meditation. Real Simple is a division of the media and lifestyle group Meredith that focuses on women with its recent acquisition of Stop, Breathe & Think.
We have a lot of future plans with Nutella. There’s a lot of opportunity in voice commerce, especially with branded utterances (where a voice assistant recognizes a brand name for purchasing via voice). Even better if there are other ways of encouraging people to try brands. That’s going to be something you’ll probably hear a lot about in voice.Skilled Creative CEO Brandon Kaplan ended.