Reviving the Core through co-branding: in Italy, two mega brands are joining forces – McDonalds and Ferrero’s Nutella. The upside for McDonalds – creating excitement with an out of the box burger, within the core positioning of indulgence, for a change. For Nutella – an advertising utility (something not to be overlooked these days), and maybe a step away from the BFY positioning the company had been stirring towards.
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