In order to describe Marketing Communications of Ferrero, I will describe my story when I encountered some of their products. First of four AIDA concept is attention. . Coming out of Socialist Yugoslavia, which was relatively closed to the global market, with it's own products and industry, which were relatively good, but far from what world had to offer. I remember when i first encountered with Ferrero Eggs. It was 1998, I saw this commercial on TV, and it got my attention, because I saw a kid opening something that looked like an egg wrapped up in white and red paper. As soon as he opened it I saw chocolate, I was stunned, I never loved eggs but I loved chocolate, and my mother always got angry because I didn't want to eat eggs, and I thought I might eat chocolate egg. I was really interested, and I had a great desire to taste it. On the first day after school I asked my mother to buy me one of those eggs and guess, she did. But there was a part that they didn't show on commercial, nobody told me about the toy inside the Kinder Egg, imagine my happiness when I saw that. I was immediately in love with Kinder Eggs, me and all kids around me.
Ferrero's commercials are designed to get our attention, always showing beautiful chocolate, melted in a way that chocolate in that moment looks very desirable. I don't think many people can watch those commercials and not think about eating chocolate at that moment. Also, their way of packaging their products is unique, especially Ferrero Rocher with it's golden and very elegant style.
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